The Campaign

The idea is <The Tape Pledge>. We created a campaign that combines e-commerce channels and interactive design. The specially designed adhensive tape becomes an interactive medium, with a sandwich structure and prints of wild animals all that are most hunted because of their “valuable” body parts to Chinese consumers. When the tape is cut open, a small amount of red paint “bleeds out” from the printed ivory, shark fin or rhino horn. Scan QR code to open the HTML5 page, where consumers can read more about how these animals are crucial to our planet’s eco-balance.

Creative Execution

Five versions of the "Pledge Tape" was created, each printed with a type of wild animal that is becoming distinct because of their parts of "great value" to illegal hunters in China: elephant, shark, rhino, tiger and pangolin. On 1st April 2017, these "Pledge Tape" went into the market with Suning's massive logistics network across China's 2856 counties. When an online shopper receives a deliver package taped with our "Pledge Tape", he/she is invited to make a pledge of "No Purchase, Don't Become An Animal Slayer". At the same time, "The Tape Pledge" campaign site goes online on multiple public welfare media websites. The distribution of the "Pledge Tape" by Suning is planned till the end of 2017.

The campaign has been launched for almost a month and will continue till the end of 2017. For the past few weeks: - Page view of our website has gone up - Favorability of Suning, both their brand image and logistics, has gone up - The idea of protecting distinct animals is implemented with the action of online purchases, at the same time achieving the most effective communication - The fun and interactive tape has earned recognition and favor of all consumers.

The medium is the message and the choice of medium is the core of this campaign - delivery boxes. It is a touch point that can connect with our target audience - online shoppers that are often exposed to illegal online tradings of animal products. With China's massive e-commerce network, the e-com logistics network also has the country's highest penetration and coverage rate. The media solution to this campaign is effective, precise and substantial.

Insights, Strategy and the Idea

With 448 milllion (as of June 2016) online shoppers, China's massive e-commerce platform is often taken advantage by illegal covert traders. Therefore we used the delivery box - a touch point that can connect with all online shoppers - as our medium and communication channel. Receiving their online deliveries is what most Chinese youngsters look forward to the most every day, and cutting open the tape is that one thing they have to do before seeing their shopping. While they put all of their attention onto the tape, we feed them with shock by making the animal prints "bleed" and seems to take them to the real scenes of illegal animal hunting. Upon huge impact, the consumers are much more likely to take actions immediately.