Brief Explanation

We created an iced promotional QR code for the very warm BOSIDENG jacket, that you can scan as long as the temperature is under 0°C. When the temperature goes up, the ice melts and the sale is over. At which point, you don't really need to be warm anymore.

Execution

We created an iced promotional QR code for the very warm BOSIDENG jacket, that you can scan as long as the temperature is under 0°C. In this period, #QR COLD provides a new approach for consumer to experience the cold from nature and the warm from BOSIDENG, so as to realize the connection from offline to online. Moreover, it breaks the cliché of sales method and changes people’s past impression to BSD, making it an innovative, interesting and younger brand, when the 40-year-old brand is preparing to shift its brand positioning to a younger and more sophisticated way.

The Brief

Objective: • To further build up brand image. • To boost sales in an innovative way. • To transform offline consumers to online followers and vice versa. TA • This campaign is designed to attract the new consumer from a younger generation. Strategy • As a part of Life Proof campaign, #QR COLD follows the strategy of establishing BOSIDENG as a protector to people’s life in not just various natural environment but also daily scenarios.

Describe the success of the promotion with both client and consumer including some quantifiable results

Visit • Mini-site (UV): 2, 011 (on Dec 20& 21) • Store: By estimation, attracted 40%+ consumers to the store Sales • Exceeded the daily turn-over goal to 162% on Dec 20 and 127% on Dec 21 • The sale was increased by 30%, compared to average daily sales Video views • 110,000+ views in 2 weeks on Youku (the major online video platform in China) Share on Weibo • Repost: 35,171 • Comment: 4,523 Topic exposure • This Weibo topic received 3.66million+ exposures on Weibo within 2 weeks.

Explain why the method of promotion was most relevant to the product or service

Unlike any traditional sales promotion, #QR COLD provides a new approach for consumer to experience the cold from nature and the warm from BOSIDENG, so as to realize the connection from offline to online. It breaks the cliché of sales method and changes people’s past impression to BSD, making it an innovative, interesting and younger brand, when the 40-year-old brand is preparing to shift its brand positioning to a younger and more sophisticated way.