Creative Execution

Step 1: Inviting Korean drama celebrity Park Shin Hye to take a video of <Long Distance Love> micro drama, establishing link between ‘long distance love’ and RAPIDO. The film released on online TV channels such as Youku, Tudou, IQiyi, and QQ video. Step 2: Launching Long Distance Couple Picture event. Physically separated long distance love couples just need to take their own picture in their whereabouts and upload to the event page, and then two pictures automatically become one creative couple picture. Couples share their picture to their friends in SNS, showing their affection, at the same time RAPIDO gets free secondary share.

RAPIDO <Long Distance Love> viral video got sensational response from the target audience. Only with SNS WOM within 1 month's campaign period, <Long Distance Love> video play reached 12,044,018 times. Couple picture share event page got 64,325 visitors and shared 12,154 times and got 1,000 couple pictures, achieving event participation KPI by 160%. Campaign also helped online sales growth by 281%. RAPIDO <Long Distance Love> video campaign touched lover’s hearts and achieved low cost with high return.

CheilPengtai found insights on RAPIDO's target consumers, which is 20-35 female in China. First, they love to share couple selfies in SNS. However, with fast urbanization, many young couples move for better opportunities and experiencing long distance relationship. Second, they love to watch drama through online TV channels. So, we designed ‘long distance love’ digital campaign.