SLIDONATION

TitleSLIDONATION
ClientHAPE HOLDING
Product / ServiceTOY
CategoryB04. Publications & Brand collateral
EntrantBEIJING 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

Brief Explanation

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?

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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