The Brief

Campaign of ORION Pie Day - sending friendship gift card (Period: 1 to 20 March 2013 ). The paticipants have achieved 1.5 million. The topics on Tencent microblogging have reached 1,000,000. ORION is a well-known brand, but, it lost the attention from the customers due to the old branding image. The market needs creative idea to attract the customers again. The advertising resource is limited to buy because of the small budget. It becomes harder to get the consumers, because the Internet advertising campaigns are increasing and the competition get intense.

Describe how the promotion developed from concept to implementation

Orion China initiated Pieday, the day of friendship, which would be celebrated on Mar. 14th each year. Our mission was to enhance the awareness of Pieday among Chinese young people, and express friendship by giving pie to friends.

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

Orion 2013 Pieday Online Event got much attention of Chinese netizens, especially young people. The number of electronic cards sent reached 11,871,244, and 2,440,684 netizens participated in the event. The number of Orion Official Weibo followers soared up to 891,611, which was 5,000 before the event launched. The awareness of Orion Pieday was effectively enhanced among Chinese young people. The sales of Orion Pie reached to € 6,500,000 in the period between Mar. 1 and Mar. 20, which increased by 16% in comparison to the corresponding period of 2012.

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

Pie day originated from Massachusetts Institute of Technology (MIT). It was initiated by some teachers and students who were fascinated with circumference ratio (Pi). On each Mar. 14th, they would celebrate Pi day by eating pie. Inspired by Pi, Orion China initiated Pieday (Mar. 14), the day of friendship, with the meaning that friendship lasts as infinite as Pi. Pieday Online Event was launched on Mar. 1st , 2013. It aimed at encouraging people to express friendship by giving pie. A Pieday event minisite was built on Tencent microblogging, the biggest microblog platform in China. Users could get lucky draw opportunities by sending electronic friendship cards to friends on Tencent microblogging.