|Title||THE FIRST CAR VENDING MACHINE|
|Product / Service||AUTO E-COMMERCE|
|Category||B04. Use of Ambient Media: Small Scale|
|Entrant||BLUEFOCUS 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|
|Alex Phung||BlueFocus Digital||Vice President & Chief Creative Officer|
|马壮||BlueFocus digital||senior account manager|
|田文馨||BlueFocus digital||account manager|
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.
• Implementation 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 interconnectivity between the goods and payment systems, users could experience convenient car purchasing in a what-you-see-is-what-you-get manner. Through our technical expertise, we linked up Yiche’s data with the vending machine product and payment systems, replacing the traditional vended products with car models. Users could easily scan a QR code to buy a model of the desired car (For only 6.6 yuan), before scanning another QR code on the model to access the interactive Yiche.com Lucky Money H5 page. Accordingly, an offline experience would translate into an online purchase. This event could not only gather leads but also effectively increase transactions. • Timeline May 11, 2016-June 11, 2016 • Placement We placed these vending machines across the 3 major cities of Beijing, Shanghai and Guangzhou, mainly in the offices of China’s Top 100 Internet and technology and Fortune 500 companies in China - Covering the core groups of consumers in terms of car purchases. On average, the daily purchase amount from vending machines is more than twice a 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
We have seen an E-business bloom around the globe. Translating the online shopping advantage into physical live experience have been the emphasis of E-commerce campaign. New ways have been explored. To convey the message of “convenience and efficiency” of online car purchase, we use vending machines as a complete new media platform for our client, a leading automotive e-business platform. Users get the car wanted as easy as getting a Coke. These eye-catching machines are perfect message-carrier of the essence of our campaign. Users are also having a great lively experience of online car buying.
• 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. • Approach 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.