The Campaign

In our brainstorming sessions, we found a familiar face on the front of Levin and Yaris-L., we thought that the front of these 2 cars looked a lot like Santa Claus without a beard, so we went with our creative idea and focused on the coming Christmas. Christmas is a holiday that’s celebrated by almost all young people in China – and perhaps all around the world, but there is a difficulty that they all face on that day, the difficulty of transportation, with city-wide celebrations, young people can never seem to get a cab when they need one, and when you do, it’s awfully expensive. So we thought, why couldn’t Santa Claus bring transportation for young people?

Creative Execution

For this event, our biggest partner Didi Transport is the most welcomed APP among our target consumers, we took advantage of their LBS technology to make our offline events even more accurate. And with Didi Transport, we created an H5 page that allows consumers to scrap off the Santa face that appears first, and when they do that, the face of Levin or Yaris-L. would appear, making an ultimate connection between Santa and the 2 car models. On Christmas day, we dressed up our car drivers as Santa Claus when picking up and dropping off participants. We also gave out ‘red envelops’ for consumers to share in their own Moments in WeChat. Also, we have KOLs on Weibo and WeChat praising our Christmas event, which brought more discussions and topics on social networks.

The event received over 213 million exposure in total, exceeding 70 million clicks and over 179,000 participants in the H5 page on the APP, actual sign-ups were nearly 5,000 and we provided services for 500 consumers on Christmas in Levin or Yaris-L., with the event so popular and hot on social networks, the actual discussion and exposures are not quite countable.

GAC-Toyota has been a client with us for many years now, and in 2015, it has 2 car models that are planned for promotion - Levin and Yaris-L., both are targeted at young consumers who are looking for fun and excitement. We focused on social media - where these target consumers most likely to spend their time on, and through data analysis, we delivered our ads and event information to these consumers accurately. By using social media creatively, we were able to make this campagin a huge success and therefore bring consumers a Christmas that they would never forget.

Insights, Strategy and the Idea

Taking advantage of Christmas, we collaborated with Didi Transport, one of the most popular transportation APPs in China. Consumers can sign up for Levin and Yaris-L. pick-ups on Christmas through the APP, we also made hot topics on social sites with Weibo and WeChat regarding Levin and Yaris-L.’s Christmas pick-up. And after the event launch, there were instantly more discussions and mentions of our Christmas event on social networks. The event was a huge success, our drivers dressed up as Santa and was the star of social networks on Christmas day, and with celebrities from radio stations and local sports teams participating, the event got even more attention on social networks.