Creative Execution

IDEA: Re-inventing the VIP card application experience from being the most boring to the most exciting part of the launch! Linking a WeChat instant messaging game to an in-store QR code treasure hunt, this unique approach to apply for the card also integrated mobile commerce with the redemption of prizes from playing the WeChat game and its in-store QR code treasure hunt feature. Prizes were based on actual promotions in the store. Mobile winners were given incentives to get a loyalty card at the stores and then look for QR codes hidden at the stores for more giveaways.

RESULTS: During this 11-day period, the campaign was launched across 51 Parkson department stores all over China, attracting 250,970 shopper participants who were engaged with the WeChat game to the in-store QR code treasure hunt. There were 1,102,296 page views and 78,750 shopper participants became new after-sales loyalty card members who participated in the campaign, shopped at the stores and decided to become a loyalty cardholder. This loyalty card re-launch campaign helped Parkson China department stores to cement its status as a leading retail brand in the O2O shopping space. Client Testimonial: “ We were pleased with the agency’s efforts to launch our online to offline loyalty campaign using social media and in-store event activation for our 51 departmental stores in China. They did a good job, especially in this new area of marketing.” Sheales Lim Shea Lee Parkson Senior Manager Marketing

BACKGROUND: Parkson China wanted to re-launch its VIP loyalty card on its WeChat social media platform in China where there are countless similar loyalty programs for shoppers. INSIGHT: Shoppers in China are bored with the loyalty card promotions of every mall, which focus on the same old message i.e. buy more, get more points, spend less. They now avoid registrations for such promotions. STRATEGY: Recent McKinsey Research showed that the convenience of mobile and online ecommerce has created a new shopping behaviour “of Chinese consumers is their enthusiasm for shopping as entertainment: families transform shopping trips into fun days at the mall or hypermarket. In our survey, some 73 percent said they regarded shopping as a leisure activity, 45 percent identified it as one of their favorite pursuits…” http://www.mckinsey.com/insights/marketing_sales/chinas_new_pragmatic_consumers Our strategy was to turn this re-launch into a family-friendly engagement program from mobile to an in-store QR code mobile experience.