The Campaign

When we were young, we didn't hesitate to express love; and now, let’s spread our blessings with love again! To boost the sales and promote the concept of "greetings", we created the digital installation combining four digital signage and Eclipse seasonal tins together. The installation allowed people to extend their imagination by customizing the virtual Xmas tree and greetings to their loved one with mobile, and shared with friends via social media. This campaign made good use of O2O experiential marketing to catch the brand image, and people could spread their love through the interactive experience.

Creative Execution

The installation was located at Att4Fun where is the most popular and crowded place in Taipei, Chinese Taipei. Moreover, it was five meters L*W*D; as a result, it was easy to catch people’s eye. Attracted by the installation, people scanned the QR-Code to get into the event site. They could decorate their own virtual Xmas tree and type in the greetings to their loved one with mobile. The greetings(the virtual Xmas tree and the blessings) would display on the screen of the installation. Furthermore, people could share the customized greetings animation out via Facebook! Surprisingly, there's time announcement on the hour with 3D animation at the top of the screen!

Results

1. We created totally 3,962 virtual Xmas trees, 1,379 shares and 113,596 post reach on Facebook during the event. 2. This Campaign successfully connected with social media and created Word-Of-Mouth when people shared their UGC on Facebook. 3. This campaign made great use of O2O experiential marketing and boosted the sales of the seasonal tins. 4. We created a new way of experiential marketing which spreads the brand image emotionally instead of traditional commercials.

Experimental marketing is a trend of this generation. Telling a good story is always better than promoting the product itself. Eclipse launched four flavors of seasonal tins for Xmas greetings, and wanted to send the greetings to consumers. Thus, we combined the seasonal tins and four of digital signage together to create a digital Xmas tree which could send user’s greetings to their loved one. Through the interactive experience, people could feel what the Eclipse really wanted to express. Generally, talking about greetings was more than Eclipse itself in this work.

Different from past promotions, Eclipse hoped people to strength the "warm greetings" more than "Eclipse mints." Additionally, to extend the target audience, we combined social media and the interactive experience together to connect more audience and spread the brand image also. How it works? People used to ornament the Xmas trees when Christmas was coming. If people could see their blessings showing on the Xmas tree surprisingly as a gift from someone, it must be a touching moment! Owing to the idea above, we created a digital Xmas tree. It could not only let people create their own virtual Xmas tree and greetings to their loved one but send to the screen of the installation and also social media! People could not only spread their greetings out, but get the free sample from promotion specialist to taste the Eclipse mints.