YOU SEND IT, WE USE IT. LIVE.

TitleYOU SEND IT, WE USE IT. LIVE.
ClientCAI NIAO GUO GUO
Product / ServiceCAI NIAO GUO GUO
CategoryA06. Co-Creation & User Generated Content
EntrantISOBAR CHINA GROUP Shanghai, CHINA
Idea Creation ISOBAR CHINA GROUP Shanghai, CHINA
Production ISOBAR CHINA GROUP Shanghai, CHINA

The Campaign

Using only decorations and ingredients sent to us by viewers via Cainiaoguoguo, we co-created China’s first audience-powered restaurant, streamed live over 72 hours with celebrity hosts, all to prove that your package will arrive within 2 hours.

Creative Execution

We started with a concrete shell. Our restaurant was run by two popular livestreaming celebrities. They asked their fans to send anything that we might need. Everything had to be sent to us using Cainiaoguoguo and we promised to use every single thing that they sent. We live streamed the build over 3 days and name checked the senders as stuff arrived. They sent us everything from chicken’s feet to condoms, rice cookers to lingerie, even tires. Their gifts were a microcosm of youth in China – fun, quirky, silly and often downright weird. Finally, celebrity foodies from a quirky TV debate show called Qi Pa turned up to taste the peculiar dishes in the utterly bizarre restaurant our audience had helped us create using Cainiaoguoguo. After a 72 hour marathon live stream we had demonstrated beyond a doubt that Cainiaoguoguo lived up to their 2 hour delivery promise.

We received thousands of packages from complete strangers, even though we offered them no incentive whatsoever other than seeing how we’d cope with the challenge of incorporating their stuff into our creation. The outcome was a fantastical restaurant that represented the uniquely Chinese identities of those who sent us packages – whacky and freed from the ordinary constraints of censorship. Whatever they sent, we used! And for some crazy reason, hundreds of thousands of people were entertained by our 72-hour livestream of building a restaurant from scratch. 3,100+ packages received 280,000+ peak concurrent viewers 8,800,000+ total streamed views 120,000,000+ social media engagements (Source: Alibaba)

To promote Cainiaoguoguo’s claim that they will deliver anything to anywhere in your city within 2 hours, we engaged foodie talk show hosts Fan Tian Tian and Yan Ru Jing, and livestreaming celebrities Xiao You and You Cai, to create a unique piece of live-streamed content – build a quirky restaurant from scratch, using only materials sent by viewers using the Cainiaoguoguo app itself. Because this entire experience was streamed live, people could see for themselves their packages arriving within 2 hours.

We set out to prove that Cainiaoguoguo could fulfill their promise to deliver anything from anyone to anywhere in their city within two hours, time and time and time again. We put real-time communication right at the heart of the strategy so that every single person who took part in our campaign would be able to see their delivery arriving on the scene within the two hour time limit. As Cainiaoguoguo is intrinsically linked to ecommerce, we decided to fish where the fish are, and deploy this real-time experience on an online live-streaming platform where our celebrity hosts were popular.

Credits

Name Company Position
Laura Wu Isobar China Chief Client Officer
Cara Yen Isobar China Account Director
Megan Wang Isobar China Senior Account Manager
Bass Chen Isobar China Group Planner Director
Wingho Kan Isobar China Creative Director
Kathy He Isobar China Associate Copy Director
Kwin Wei Isobar China Copywriter
Sunny Sun Isobar China Social Senior Account Manager
Nana Yu Isobar China Social Planning Supervisor
Links
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