|Title||HERSHEY'S CHINESE VALENTINE'S DAY CAMPAIGN - THE LOVE WORDS SPEAKING BOX -|
|Product / Service||HERSHEY'S KISSES|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||NIQI Shanghai, CHINA|
|Idea Creation||NIQI Shanghai, CHINA|
|Shen Meiqiao||NIQI||Project Manager|
We started from the brand proposition: enable the sharing of genuine emotions. In the Chinese Valentine’s context, the question was: how can chocolate enable the sharing of romance genuine emotions? We were looking for a practical tool which could help couples express their feelings. Insight Research highlighted a shy attitude to speak out 'Qínghuà' (love words) among Chinese couples. At the same time, chocolate was one of the first gifting choices for the festival. Our idea was a chocolate box which could do all the job: a delicious traditional gift but also a tool to speak out those love words that were meant to be told, but they have never been. The big idea: The qínghuà speaking box. A Chocolate box enabled by an innovative technology which can speak inspirational love quotes and allow customers record their DIY love message and let receivers listen to it right on thebox.
IMPLEMENTATION The box was designed to play and record messages by simply pushing the buttons on the box. TIMELINE warm up (aug 13-Aug 21) and intensive (Aug 21-Aug 28). warm up phase: the box was firstly previewed to the Beijing Qinghuá University students. The name of the college has the exact same sound (but different spelling of qínghuà, which in Chinese means 'Love words'. We shot a video, showing the Qinghuá University students interviewed as the qínghuà (love words) experts. Intensive phase: we released a KOL video showing the box functionalities and a Wechat HTML5 reproducing in an engaging digital way the functionalities of the box: users can record a love message through the H5 digital box and share on it through Wechat moments or friends chats. PLACEMENT JD and Tmall e-commerce platforms Wechat social integration QQ video platform Wechat HTML5 engaging sharing activity SCALE 10 million total exposure
10 million total exposure 20,000 sharing 10,000 e-commerce boxes sale
Target audience: 19-30 yo Chinese. Since, comparatively speaking JD consumers are more male skewed and elder than TMALL we Divided the TA in 2 groups: 19-25 yo for TMALL and 26-30 yo for JD. Insight Research pointed out that young Chinese couples (19-25) and young married Couple (26-30) have difficulties to communicate their feelings through 'Qínghuà' (the Chinese expression for love words) Our strategy was to engage young Chinese to express their romance genuine feelings and to provide them with a real tool to support train and facilitate the 'Qínghuà' (love words) expression.