Beijing – After only eight weeks since its premiere, Metan Development Group’s hit web series Modern Life has surpassed 40 million views on top online platforms Tudou, iQiyi and Tencent combined. With 12 episodes debuting over a six-week period, the series ranked as the third most ever viewed webisode on Tudou, receiving the most viewer comments.
Modern Life chronicles the story of four upwardly mobile young people living as roommates and neighbours, none of whom have nine-to-five jobs. Their belief is that since everything can be done at home, what’s the point of going out to work?
Modern Life
Lead character Jerry is an entrepreneur who opened his own restaurant, but failed just two months after opening. He is forced to live in his restaurant and invites his best friends video DJ Sean and IT genius Andy to move in to help share in the costs. Vivian is their next door neighbour who runs her own art gallery.
“The idea for Modern Life was inspired by the desire of China’s youth to create a different sort of lifestyle, outside the realm of nine-to-five, working from home, made possible mainly because of the availability of the Internet,” commented Larry Namer, president/CEO, Metan. “We’re delighted with the positive response to the series, and believe we have struck a chord with our 40 million plus fans, and in turn, we’ve created a powerful vehicle for our advertisers.”
Top Western advertisers featured in the series include Bacardi, Lee Jeans, Kinder Bueno (Ferrero Rocher), DC Shoes, Lavazza and Electrolux. Integrated advertising includes a customised “Bacardi Bar” built into the set as the favourite hangout area for the group, while Lee Jeans is featured in a retrospective art exhibition of the popular brand of which lead character Jerry is a collector.
“Modern Life provides a powerful promotional platform for global brands, offering a targeted and integrated way to reach their audiences,” comments Alex Csergo, vice president, Metan. “Because a brand’s messages are extended over multiple highly engaging episodes, the audience’s connection with the brand goes much deeper than traditional TV commercials, meaning that media buyers deliver more effective reach.”
