The Brief

To reduce "overconsumption" by building public awarness of "overconsumption" killing the environment. Many clothes and apparel manufacturing practices harm the environment. To add to the problem, “fast fashion” causes consumers to overbuy. They consider textiles as disposables. The challenge is, people in China rarely or never associate shopping with harming the environment. We decide to reveal the blood on their hands just as they’re about to buy clothes, on the China’s largest platform for textile consumption, Taobao, where 35 billion sales turnover is generated for a single day! We hijacked Taobao awakening shoppers the fact that "You Kill When You Overbuy" right at the spot of purchase.

Describe how the promotion developed from concept to implementation

We hijacked Taobao and sold items that cause the most dumping pollution; instead of showing fashion items our “shop” displayed the photos of pollution problems i.e. dead fish, dead birds, etc. This awakened the shoppers to take a pledge to "think twice before you buy" and created a social movement to stop overconsumption.

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

"Taobao Hijack hit shoppers with “you kill when you overbuy” at the most relevant time but most unexpected place, right at the spot of purchase. In just 7 days, Taobao Hijack earned media coverage from over 70 publications, estimated equivalent to RMB 1 million. We got 20,000 forwards on social media (Weibo and Wechat), and over 7,000 pledges of “Think Twice before you buy” from supporters. On the 8th day, Taobao found out and closed our shops. But the fire had been ignited. With zero prompting, anonymous shops mushroomed, following our act of hijacking Taobao. The movement has just begun. "

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

"You Kill When You Overbuy" hit the red-handed shoppers at the most relevant time but most unexpected place, right at the spot of purchase. The bold challenge to Taobao created social value for influencers and media to shape public opinions on overconsumption. Greenpeace makes its point by being true to its bold, controversial actions.