Title | SLIDONATION |
Brand | HAPE HOLDING |
Product / Service | TOY |
Category | A03. Targeted Ambient Media: Small Scale |
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 |
SLIDONATION When people visit the store and see the catalogue, they can simply put their cell phone over the toy and slide it, the toy will magically appear in the hands of the orphan on the left. Simultaneously, donors will receive a thank you letter directly from the orphans. People do not realize the existence of orphans in their daily life. At the moment they purchase the toy, they are reminded the existence of the orphans, and then participate the donating event.
Utilize both in-store and online shopping of HAPE, expand the donation by a simple slide according to the timing of the purchase. The campaign started from 6/21 and lasted for 10 days. Both HAPE in-store and online were included, utilizing the SLIDONATION catalogue.
The idea is from the consideration of “Children are treasure” which is accelerated by the one-child policy in China. Parents from urban areas are willing to buy toys for their children even if it’s much expensive because of high import tariff.
The campaign started from 6/21 and lasted for 10 days. 78% of the customers who visited participated in the event. During the campaign which has a low budget of 300 thousand, 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.