The Brief

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.

Creative Execution

The strength of the creative execution purely demonstrate the flexibility of yoga practices in the box.

Describe the creative solution to the brief/objective.

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

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!