Brief Explanation

Background: Yili, the Inner-Mongolia-based leading dairy products manufacturer in China, has launched a new set of Milk beverage product named after the added grain in the milk as GULIDUO, The name of this product, GULIDUO, sounds very similar to the Chinese word for “Encouragement”. Our goal for this campaign as to infuse the brand perception of GULIDUO with the concept of encouragement Insight: Everyone needs exclusive encouragement! Solution: We launched a website where browsers can record video or audio clips via their webcam and generate a QR code and a auth code automatically afterwards. We also reserved code zoon for them to draw their specific QR and auth codes onto the Tetra pak box of GULI, They can draw the codes and give it as gift to the one they want to encourage. By scanning the personalized code on the box, recipients could watch their friends’ encouraging videos. Through this campaign, we succeeded in associating the concept of encouragement with the Guliduo brand. Result： Over a one-month period, -300,000 people recorded encouraging videos and delivered personalized Guliduo products to their friends.