Title | SLIDONATION |
Brand | HAPE HOLDING |
Product / Service | TOY |
Category | B04. Publications & Brand collateral |
Entrant | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Entrant Company | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Advertising Agency | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Production Company | BEIJING NDC STUDIO, CHINA |
Production Company 2 | D2C CHINA Shanghai, CHINA |
Production Company 3 | YA CHANG PRINTING COMPANY LIMITED BEIJING, CHINA |
Name | Company | Position |
---|---|---|
KAZUKI TSUBURAKU | Beijing Dentsu Advertising CO., LTD. | Executive Creative Director |
Yajie Bai | Beijing Dentsu Advertising CO., LTD. | Art Director |
Yang Liu | Beijing Dentsu Advertising CO., LTD. | Copywriter |
Long Cong | Beijing Dentsu Advertising CO., LTD. | Producer |
Motohiro Konoe | D2C China Co. Ltd. | CEO |
LU Chen | D2C China Co. Ltd. | Project Manager |
Yingzhe He | CCTV-9 | Film director |
Peter Handstein | Hape Holding AG | CEO |
Yingying Qiu | Hape Holding AG | CEO |
Lorin Ren | Hape Holding AG | Brand planning |
HIROSHI YODA | Beijing Dentsu Advertising CO., LTD. | GROUP EXECUTIVE CREATIVE DIRECTOR |
Siyang Zou | Beijing Dentsu Advertising CO., LTD. | Projiect Manager |
Tianhe Zhang | Beijing Dentsu Advertising CO., LTD. | Art Director |
Dan SU | Beijing Ya Chang Printing Company Limited | Projiect Manager |
6/22 China Children’s Charity Day。 Is it possible for this famous toy brand of Germany HAPE to solve the imbalance, and bring HAPPY to the orphan?
Children are treasure. The idea has been accelerated by the one-child policy in China. Children from urban areas are all be-loved ones whose parents are willing to buy them toys from HAPE, a German brand which is much more expensive because of high import tariff. On the other hand, orphans surged to approximately 540 thousand by 2014.
People do not realize of the existence of orphans in their daily life. By reminding the presence of orphans at the moment of purchasing toys, willing of donation increases accordingly at the meantime. SLIDONATION So we made an innovative catalogue which can make this donation to orphans fun and easy. Those children and parents who visit the store could see the catalogue with toys of HAPE on the right hand side and the orphans who also want toys on the left. An NFC chip is installed in the catalogue. When people put your cell phone over their desired toy and slide it, the toy will magically appear in the hands of the orphan.
The campaign started from 6/21 and lasted for 10 days. Both HAPE in-store and online were included, utilizing the SLIDONATION catalogue. 78% of the customers who visited participated in the event. During the campaign, sales of the 20 selected toys increased 52% compare to last year and the overall turnover enhanced 28% as well. It did not only bring the orphans in Sun Village toys and happiness, but also spread the event to all over the country through media.