Title | IDEA INSIDE THE BOX |
Brand | GUANG YIN YOGA |
Product / Service | YOGA CLUB |
Category | A05. Alternative Media |
Entrant | SHANGHAI HOTIDEA ADVERTISING, CHINA |
Entrant Company: | SHANGHAI HOTIDEA ADVERTISING, CHINA |
DM/Advertising Agency: | SHANGHAI HOTIDEA ADVERTISING, CHINA |
Credits |
Name | Company | Position |
---|---|---|
Jacky Xiao | Shanghai Hotidea Advertising Co. Ltd | Creative Director/Art Director |
Bobo Chen | Shanghai Hotidea Advertising Co. Ltd | Art Director |
Guitar Zhou | Shanghai Hotidea Advertising Co. Ltd | Art Director |
Louis Lu | Shanghai Hotidea Advertising Co. Ltd | Writer |
Abby Xu | Shanghai Hotidea Advertising Co. Ltd | Producer |
Sam Wong | Shanghai Hotidea Advertising Co. Ltd | Producer |
Walker Jiang | Shanghai Hotidea Advertising Co. Ltd | Photographer |
Challenge How to raise Guangyin Yoga’s brand awareness overnight and enroll 300 new members with only a small budget? Background Guangyin Yoga is a small yoga club in Shanghai. For 4 years, the club hasn't been running well with only few club members.
The strength of the creative execution purely demonstrate the flexibility of yoga practices in the box.
Solution In the Shanghai CBD we placed a small-sized wooden box in the street. We asked our yoga master to get inside the box. Every time someone passed by, a hand would reach out with our club business card. Surprise!
Results: Our campaign lasted 15 days, with over 35,000 target directly communicated, 319,163 video clicks on the web, and more than $138,000 of free media report. After the campaign, over 2,000 people visited our club within a month, and 622 of them became new members, 107% more than expected. And our actual cost: US$74!