The Campaign

The Double 11 campaign examined local data giving insight into Chinese desire for an escape from their daily busy lives, and a strong desire to travel to exotic destinations. Capitalizing on this need, a new approach to engage consumers was introduced: by placing a huge emotional prize, the ultimate escape, winning their own island. Moreover, studies show that Chinese are players, they love gaming… but it is forbidden in China. So we offered consumers an inspired mechanism to push sales providing an interactive online gaming mechanism to bid on different destinations, seeing the highest bidder win their own island.

Creative Execution

It was a month long, nation-wide campaign that focused on China’s 5 major 1st tiers cities Shanghai, Beijing, Shenzhen, Guangzhou and Chengdu. We deployed a multi-channels campaign, starting by engaging people in more than 200 POC with island stickers, coaster and table tents as well as dispatching street rovers to the hottest bar streets in order to link consumers to the HTML5 platform. We amplified these activations with a digital OTC, while placing medias in the biggest travel and news websites in China to drive interest. We activated the most influential KOLs to talk about the island and engage Chinese on social media. The HTML5 platform was used to manage points from purchases and a unique addictive bidding system was put in place to keep the frenzy going.

Describe the success of the promotion with both client and consumer including some quantifiable results

The brand equity grew very high with people talking about the Island. Believers and even non-believers kept the discussion going online. Corona’s “Find your beach” core idea and the Island was the ultimate topic online with more than 146,000,000 impressions. The brand awareness grew and the bidding mechanism rose sales up to 68,000RMB average /day which represents 13 times more than the average day before the campaign. That represents a 4500% volume increase during the campaign compared to before, and an astonishing 23656% sales increase on 11/11 alone; while online OTC rose by 4% CTR and an interactive TVC aired only once cumulating 24,000,000 views.

Explain why the method of promotion was most relevant to the product or service

It utilised Street marketing including the Corona Sufers (SPR), POC activation that linked consumers directly to the campaign's H5 platforms and KOL's making the idea of "Owing an Island" a hot button topic on social media platforms. The final push came in the form of the Sunset Festival where the concept seemed more realistic.

Double 11 (November 11) or 1111 is the singles day in China. And for all these singles, what is better than an online shopping frenzy with promotions and prices discounts to boost their ego and feelings? China is a very specific market with very specific behavioral differences compared to the West, without luxury possessions it is hard to meet the requirements to find a girlfriend. The campaign gave singles the opportunity to own the asset of their life to impress their lovers. There own Private Island. We expanded the target audience to singles and couples. Both competing for the ultimate trophy or for a romantic escape in 10 proposed beach destinations. Double 11 being the single’s day in China became an insane e-commerce festival, especially on Tmall.com. We leveraged on that trend to attract everyone to purchase Corona on Tmall with an online bidding mechanism. Encouraging people to share.