| Title | 1000 STORES |
| Brand | YIHAODIAN |
| Product / Service | E-GROCERY |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | OGILVY SHANGHAI, CHINA |
| Entrant Company | OGILVY SHANGHAI, CHINA |
| Advertising Agency | OGILVY SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Xiaoming Lai | Ogilvy/Mather Advertising Shanghai | Art Director |
| Kevin Yeh | Axis Creative Integration | Producer |
| Lea Chen | Shishang Architecture | Architect |
| Jan Kern | Treehouse | Producer |
| Eden Wu | Ogilvy/Mather Advertising Shanghai | Account Service |
| Nicole Hu | Ogilvy/Mather Advertising Shanghai | Account Service |
| Chris Reitermann | Ogilvy/Mather Advertising Shanghai | Account Service |
| Yuan Yong | Ogilvy/Mather Advertising Shanghai | Account Service |
| Quetina Yang | Ogilvyone Worldwide Beijing | Innovation Planner |
| Rita Yang | Ogilvy/Mather Advertising Beijing | Innovation Planner |
| Marc Violo | Ogilvy/Mather Advertising Shanghai | Innovation Planner |
| Kweichee Lam | Ogilvy/Mather Advertising Beijing | Copywriter |
| Liwen Fan | Ogilvy/Mather Advertising Shanghai | Art Director |
| Ali Grayeli | Ogilvyaction Shanghai | Creative Director |
| Daniel Comar | Ogilvyaction Malaysia | Regional Executive Creative Director |
| Juggi Ramakrishnan | Ogilvy/Mather Advertising Beijing | Copywriter |
| Sascha Engel | Ogilvy/Mather Advertising Shanghai | Creative Director |
| Dirk Eschenbacher | Ogilvy/Mather Advertising Beijing | Regional Creative Director |
| Francis Wee | Ogilvy/Mather Advertising Shanghai | Executive Creative Director |
| Graham Fink | Ogilvy/Mather Advertising Shanghai | Chief Creative Officer |
Background: Yihaodian is an online grocery shop in China (http://en.wikipedia.org/wiki/Yihaodian) It is quite popular amongst the busy white-collar workers. However most people still used to and prefer to shop in traditional brick-and-mortar stores. Mission: Steal customers from the much bigger brick-and-mortar super store like Tesco, Metro and Carrefour.
Each store measured 40 x 40 meters and featured over 1000 products. We placed the stores around China’s first and second tier cities on unclaimed urban areas large enough to fit the store. We focused on on high-traffic locations such as the Central Business District, large residential condominium compounds and near subway stations.
Idea: We opened 1000 stores in China’s most strategic locations. And we opened them overnight. Those stores were made of pixels and bytes and accessible with a smartphone. Shoppers downloaded a location based (LBS) augmented reality (AR) app and followed these steps: 1) Locate the nearest store on the map 2) Approach and enter the store 3) Browse through more than 1000 products 4) Buy product and complete checkout process 5) Next day delivery
Results: The combination of online shopping and traditional in-store shopping hit a nerve and Yihaodian's revenue increased 17% over a 3 months campaign period. The promotional video got around 2 million views across several video sharing sites. (Watch video here http://v.youku.com/v_show/id_XNDYxOTAyODEy.html) Hundreds of media covered the idea including highly influential local titles like China Daily and people.com.cn and international media like Wired, Bloomberg, FastCompany and others. The campaign generated an estimated 2m USD media coverage.