|Title||WE ARE JUST A CHARACTER AWAY|
|Product / Service||ONLINE RESTAURANT GROUP PURCHASE|
|Category||B03. Social for Mobile|
|Entrant||W Shanghai, CHINA|
|Idea Creation||W Shanghai, CHINA|
|Production||W Shanghai, CHINA|
|Chunning Xu||W||Front-end Developer|
|3water Lee||W||Creative Director|
|Ermu Wang||W||Senior Art Director|
|Fan He||W||Senior Designer|
We delicately selected 9 Chinese Characters which best represent Chinese friends’ culture. For better phone's display and basing on Chinese character meaning, we developed HTML5 animation special effects, coupled with the long text interpreting China’s social code of conduct. Finally we chose Chinese Character “Ju” which means "together" in English, to convey sales information, but also enhanced the brand image.
In this mobile digital campaign, one Interactive Designer, one Typography designer, one Copywriter and one Programmer were involved as a core working team. It took one month for this Html5 mobile websites from creative design to production.
1. The interactive H5 web page got a traffic of 3 million( from Baidu statistics) 2. Our Html 5 photos were screenshoted by our clients and our copywriting was copied and uploaded to social media and even became part of the Chinese test of middle schools, receiving phenomenal resonating and sympathizing. 3.We didn’t follow the trend and instead we became social hot spots. “One Character” even became a trendy style on the internet” and was followed by more than 110 famous brands at home and abroad. 4. Our copywriting enjoys a very long life and is still disseminated by many clients and reprinted by media. 5.We have spread our brand effectively and the popularity and Cinema business bookings have remarkably been upgraded.
We should increase the cultural connotation of regular promotion more. Under the communication environment of looking up to the elite and catering to the loser on social media, the electric business brands suffers from repeated defeats. We present the strategies and solutions from the perspective of our brand and take into consideration of cultural connotation while spreading our business and introduce the ?There is only one word between us”. Because one word is enough to convey the friendship and no more words are needed between friends. We also select nine Chinese characters that can best represent friendship to express the distinctive Chinese climate.