The Brief

Since 1st July, 2013, the newly revised Senior Citizen Rights and Interests Protection Law has formally been into effect in China. By law, family member ought to often visitgive a greeting call elders, if they live separately with elders. ‘Empty-nest elders’, the increasingly prominent social issue has aroused common concern in society.

Describe how the promotion developed from concept to implementation

Mobile screen lock + a greeting call to parents= “Affection lock” App.If you haven’t give a call to your parent in a preset time, your mobile phone will be locked by “Affection lock”. To unlock, you have to call your parent, otherwise, your phone will be locked actually. The only key to it is valuing family affection. Care for the elders, care for distant parents, care for empty-nester starts from a regular call to them.

Describe the success of the promotion with both client and consumer including some quantifiable results

The free “affection lock” App spread through online advertising and social media. Its download quantity was over 100,000, ranked top 10 in mobile app market, and achieved more than 100,000 calls.

Explain why the method of promotion was most relevant to the product or service

People who are away working from their parents,shuttles between work and their own family all year long. They may neglect to pay attention to their parents who may be feeling lonely and depressed. The elders seem to be locked into a forgotten room.