|Product / Service||TOY|
|Category||A04. Use of Merchandising/in-Store Experience|
|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|
|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 of the existence of orphans in their daily life. To remind them from the promotion which notice the presence of orphans at the moment of purchase.
An innovative catalogue made in accordance with the China Children’s Charity Day on 6/22, which can make this donation to orphans fun and easy. SLIDONATION Since there’s an NFC chip installed in the catalogue, when people put their cell phone over the toy on the right hand page and slide it, the toy will magically appear in the hands of the orphan on the left.
Kids from urban area who are living a wealthy life based on the consideration of “Children are treasure” which has been accelerated by the one-child policy in China. By reminding them the presence of orphans at the moment of purchasing toys, will the donation action be efficient? People have the awareness in China that whether the donation is delivered properly to the donee. Communication between donor and donee is necessary.
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 Orphanage toys and happiness, but also spread the event to all over the country through media. By reminding them the presence of orphans at the moment of purchasing toys, and compare to the challenge of increasing the willingness of donation, 78% of the customers who visited participated in the event. HAPE is planning to expand this campaign to all over China this fall.
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.