Brief Explanation

To further enhance the brand image and promote the special shopping festival- “double eleven”, the client rolled out a campaign in Shanghai Metro, which dominated brand area of Xujiahui Station in red main color, with 36 artistic works-including 16 3D works on the transformed pillar wrap and wall sticker, turning the brand area into an art gallery. This art gallery campaign created a groundbreaking communication platform which integrate perfectly both brand and art, and left a memorable impression on commuters. Location: interchange passageway of L1/9 Xujiahui Station in Shanghai Metro Media: brand domination(including 12-sheet light-boxes, pillar wraps, wall stickers) Tmall turned the brand area into a red themed art exhibition by transforming 8 pillar wraps and a 7-meter-length wall with high density fiberboard and red emulsion paint, and decorating 36 artworks on transformed pillar wraps and the wall. The 7-meter-length wall was decorated by 4 artworks; each pillar wrap was decorated by 4 artworks (one artwork on each side) Warm colored reflector lamps were displayed inside showcase of each artwork to gain the lighting effect which is the same as art gallery. A research conducted by a third-party research firm(Intage China Inc.) showed that the advertising recall reached 94% after 4 weeks releasing. During 4 weeks releasing period, the media reach rate is 89%, and the frequency is 18,582,844. On November 11, 2015, sales volume of the brand reached 91.217 billion.