| Title | THE LOVE DELIVERY BOX |
| Brand | GOME ELECTRICAL APPLIANCES HOLDING |
| Product / Service | RETAIL |
| Category | A03. Use of Merchandising/In-Store Marketing |
| Entrant | JWT BEIJING, CHINA |
| Entrant Company | JWT BEIJING, CHINA |
| Advertising Agency | JWT BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Polly Chu | JWT Beijing | Chief Creative Officer |
| Chung Shen | JWT Beijing | Executive Creative Director |
| Nicky Zhang | JWT Beijing | Creative Director |
| Tenten Ma | JWT Beijing | Associate Creative Director |
| Li Sheng | JWT Beijing | Associate Creative Director |
| Oliver Tang | JWT Beijing | Copywriter |
| Shawn Chen | JWT Beijing | Copywriter |
| Feng Xiu | JWT Beijing | Group Head |
| Dongsheng Yu | JWT Beijing | Art Director |
| Jie Cao | JWT Beijing | Art Director |
| Shuang Chen | JWT Beijing | Producer |
| Cuijiao Dong | JWT Beijing | Assistant Producer |
| Selwyn Low | JWT Beijing | Creative Group Head |
| Ivan Zhang | JWT Beijing | Group Account Director |
| Vanessa Chen | JWT Beijing | Associate Account Director |
| Ruowei Wu | JWT Beijing | Account Executive |
GOME, one of China’s largest home appliances retailers, has been losing store footfall in recent years. To increase sales and footfall, we needed to give customers a reason to visit the store again by fostering an emotional relationship with them. And there’s no better time to launch a campaign than during Chinese New Year, a season when people give gifts to loved ones.
Chinese people seldom express their love to their parents due to their reserved nature. Getting gifts for them during Chinese New Year is their way of showing love. So we made their gifts extra meaningful this time. At 195 outlets, we built sound studios and invited customers to record their message of appreciation to their parents onto light sensor sound chips. Next, we packed them together with their purchase and delivered it to their parents. When their parents opened the package, the sound chips were exposed to light. This triggered automatic playback of their children’s voice expressing words of love.
The purchase experience inspired by love made it a meaningful experience. We gave consumers a good reason to visit the store by enhancing the experience on a personal level that carries on through the post-purchase phase. And demonstrated how getting new home appliances for parents is a great way to improve their lives. Most importantly, we showed China that it isn’t that hard to say the words ‘I love you’.
Enhance the purchasing experience in-store to drive more traffic come to GOME, we considered more from the consumers’ buying journey angle and focus on buying and experience after purchase. Setting a bridge for consumers to express their love to parents and buying home appliance. LOVE makes the purchasing experience so worthy. GOME inspired consumers that changing new home appliance is a great way to care their parents. GOME also encourage consumers to express LOVE toward parents INSTANTLY.