|Title||POCKET WITH LOVE|
|Brand||XIHAN ACTION /TENCENT|
|Product / Service||QIANG EMBROIDERY PROTECTION|
|Category||A08. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||PUBLICIS GUANGZHOU, CHINA|
|Idea Creation||PUBLICIS GUANGZHOU, CHINA|
|Media||PUBLICIS GUANGZHOU, CHINA|
|PR||PUBLICIS GUANGZHOU, CHINA|
|Production||PUBLICIS GUANGZHOU, CHINA|
|Production 2||GUANGZHOU MAGIC PAINT ADVERTISING, CHINA|
|Eirk Vervroegen||Publicis||PWW Creative Director|
|Sheena Zheng||Publicis Shanghai||Chief Creative Officer|
|Akae Wang||Publicis Shanghai||Executive Creative Director|
|Yolanda Zheng||Publicis Guangzhou||Senior Creative Director|
|Janet Zhu||Publicis Guangzhou||Senior Art Director|
|Shawn Xiong||Publicis Guangzhou||Art Director|
|King Wang||Publicis Guangzhou||Art Director|
|Raymond Zhang||Publicis Guangzhou||Art Director|
|Aiya Chu||Publicis Guangzhou||Senior Copywriter|
|Steven Li||Publicis Guangzhou||Copywriter|
|Bendit Li||Publicis Guangzhou||Producer|
|Eming Zou||Publicis Guangzhou||Account Manager|
|Edmond Xu||Magic Paint Advertising||Director|
|Kobe Lai||Magic Paint Advertising||Executive Producer|
|Shirley Li||Magic Paint Advertising||Producer|
|Mo||Magic Paint Advertising||Editor|
“Don’t donate, adopt a pocket on you.” Every pocket offers a Qiang woman with 6 hours’ work. We design a pocket which is like the Qiang women’s drawing board. Qiang women can sew various Qiang pattern on the pockets of different texture, color and size. Meanwhile, every Qiang embroidered pocket is a well-designed element, which can go with every fashion item. You can sew the Qiang embroidered pocket on your clothes, bags or toys. Pocket consumers are also lively presenters to evoke the purchase intention from their friends surrounded or in social media. So every consumer can become the advocate of the Qiang embroidery.
Through the platform of Tencent 99 Charity, we start to advertise and open purchase channels. We initiate a call to adopt the pockets through media like web advertisement, email DM and SNS so that consumers can adopt the pockets directly. After consumers’ DIY, the pockets become everyone’s own fashion item, and a medal to support Qiang embroidery as well. When the consumers show off their creative fashion via social media such as Instagram, wechat and facebook, they become the ambassador to spread Qiang embroidery. Meanwhile we combine Qiang embroidered pocket with fashion industry and promote it in fashion shows, magazines and parties. We firstly aim at the designers and trendsetter, then to the public. After Qiang embroidery becomes influential, it cooperates with fashion brands in releasing the Qiang series. So the Qiang embroidery has gained the sale in fashion stores and opens up the purchasing channels from ATL to BTL.
1. Via Tencent 99 Charity platform, 34,000 pockets were adopted in just 1 week. 2. 486 Qiang families gained 1 year’s work with the revenue 3 times more than before, so that they could live by their own handicraft. 3. Gotten the favors of young generation, Qiang embroidered pockets exposed in the streets and social media frequently. Celebrities joined the pocket DIY which attracted the fans’ attention and followed. 4. Chinese famous clothing brands released the Qiang embroidered pocket series, which built up the connection between the handmade Qiang embroidery and factories. 5. Supported by more than 20 fashion magazines and fashion programs, the ancient Qiang embroidery came back in a trendy way. 6. We promoted the rare Qiang embroidery culture by marketing approach, and built up a long-term self-sufficient platform for Qiang people.
This project has transformed the Qiang embroidery, an intangible culture heritage, to a product suitable for modern market. A Qiang embroidered pocket becomes the join point between Qiang women and consumers. When the consumer buys a pocket, the Qiang woman can gain 6 hours’ work. At the same time, every pocket can be DIY on consumer’s clothes, which makes every consumer become the advocate of the Qiang embroidery. We promot the rare Qiang embroidery culture by direct marketing approach, and build up a long-term self-sufficient platform for Qiang people.
Strategy: Combine the Qiang embroidery with common commerce Target: Chinese young generation, who are lack of interest of ancient culture and love to pursue individuality. We never try to change their preference or taste, but encourage them to show their styles in a different way, to push the same thing – Qiang embroidery, and let the Qiang embroidery melts into the pop trend in a diversified way. The traditional culture is hard to become popular because its form is lack of affinity. We use the pocket, a familiar and necessary carrier, as the join point between Qiang embroidery and consumers. Different person can DIY different pocket, and create thousands of forms of Qiang embroidery, which turns the Qiang embroidery to a diversified product and integrates it into the young genearation’s trend naturally.