SLIDONATION

TitleSLIDONATION
BrandHAPE HOLDING
Product / ServiceTOY
CategoryA03. Targeted Ambient Media: Small Scale
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

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.