THE FIRST CAR VENDING MACHINE

TitleTHE FIRST CAR VENDING MACHINE
ClientYICHE
Product / ServiceAUTO E-COMMERCE
CategoryB03. Social for Mobile
EntrantBLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
Idea Creation BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
Media BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
PR BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA
Production BLUEFOCUS DIGITAL MARKETING AGENCY Beijing, CHINA

The Campaign

Given that vending machines commonly seen in Chinese cities are widely viewed as the fastest method of purchase, we tried to connect these machines with the online car sale platform. Some vending machines in the office building areas in Beijing, Shanghai and Guangzhou were modified into car selling machines during the Yiche.com June 6 Car Buyers’ Festival. With the interconnectivity between the goods and payment systems, users could experience convenient car buying in a what-you-see-is-what-you-get manner.

Creative Execution

Implementation Some vending machines in the office building areas in Beijing, Shanghai and Guangzhou were modified into car selling machines for the Yiche.com June 6 Car Buyers’Festival. With the interconnectivity between the goods and payment systems, users could experience convenient car buying in a what-you-see-is-what-you-get manner. We technically connected data of Yiche.com with the vending machines’ payment systems, and put car models into these machines. Users could easily scan a QR code to buy a model of the desired car priced at only 6.6 yuan, before scanning another QR code on this model to access the interactive H5 page of Yiche.com Lucky Money. Accordingly, an offline experience would lead to online buying. This event could not only gather leads but also effectively increase transactions. • Timeline May 11, 2016-June 11, 2016 • Placement We place these vending machines into the major offices of China’s Top100 Internet and technology companies as well as the branches of the Fortune 500 in China. They cover the core groups of consumers in terms of car buying. On average, they buy things via vending machines more than twice per day. • Scale 150 vending machines were modified

• Reach Created over 7.65 million user visits to the promotional page 8.96 million visits to the event-specific game page, with an average session duration of over 1.5 minutes. • Engagement A total of 30.55 million reads specific to the #June 6 Car-Buyers’Festival# hashtag on Sina Weibo, leading to a feature on the main Sina Weibo page as a hot topic to watch. • Sales Over 60,000 cars sold • Achievement against business targets Over 45,000 leads gathered

•Data gathering and insights 1. Users are concerned about purchasing cars online, as the survey shows that rapidity and convenience are among the major considerations for the targeted audience 2. On average, there are about five million purchases via vending machines per day in China, with 90% made through mobile payment. The widely-use of mobile payment has made vending machines the most convenient way of shopping in China. . 3. We tried to connect vending machines with the online car sale platform in order to make it easier to experience automotive e-commerce and eliminate user concerns through digital and interactive methods. • Target audience (consumer demographic/individuals/organisations) They are mostly in Tiers 1-2 cities, between 25-40 years old with considerable experience in online purchasing. Most of them have decent jobs and work in the office buildings of large companies. • Relevance to platform Vending machines are commonly seen in office buildings in most Chinese cities. They represent the primary way of buying foods for white-collar workers during work hours. The penetration of WeChat-based payment has led to a further increase in consumer stickiness to vending machines.

Credits

Name Company Position
Alex Phung BlueFocus Digital Vice President & Chief Creative Officer
马壮 BlueFocus digital senior account manager
田文馨 BlueFocus digital account manager
吴婉辰 Bluedigital account manager
Links
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