The Campaign

The core idea was to create a “Surprise City” where consumers have the most exciting, entertaining and immersing shopping experience. On the day of December 12th, Taobao selected 200 of the most interesting and the most bizarre small shops and categorized them into 22 themed sections according to the target group and style. To create a unique user experience, we kept brainstorming for two months and drew hundreds of illustrations. Finally, the imaginative and alluring “Surprise City” was born. Additionally, the way people browse the website is no longer about just clicking to enter or exit, but it is also about the special effects that make the switches between sections full of surprises. One of the most thrilling surprises is “Grabbing red envelopes”. As long as you collect enough “Taobao Coins”, you can activate the “Red-Envelop Volcano Eruption”.

Creative Execution

The Surprise City aims to offer the users experiences that full of surprises. Firstly, the opening animation of the roller coaster and the amusement park hinted consumers that they are going to have a thrilling shopping experience. Secondly, users can access different sections by navigation bar or a roller coaster track; the hidden section can be entered into by random color eggs. If interested in the contents, the users can link directly to product page by a floating layer to select and purchase. In addition, in the Surprise City , there was volcanic eruption of red envelope, dust storms and randomly takes the user to different sections. Various interactive mechanisms and design made the shopping experiences entertaining and exciting.

Indication of how successful the outcome was in the market

In just 6 days, the amount of unique visits on the PC site reached 37 million with an average stay time of 221 seconds. The click rate on the first day reached 64.7% and the average click rate reached 63.62%. On the mobile site, the amount of unique visits reached 30 millions and the clilck rate on the first day reached 70%.

The target consumers are young Internet users who prefer online shopping. Users without the limitation of factors such as area, age, gender. The Surprise City realizes one-stop shopping experience with the satisfaction of personal needs. . From the “all-powerful” concept, to the design of the image, the consumer engagement, and the user interface, Taobao 1212 Surprise City created an immersive shopping experience in a fashionable and alluring way.