The Campaign

Started from the brand strategic perspective to make tactical breakthroughs from the service content of “Tmall Trouble-free Buy”, we spearheaded to have created an interactive drama/theater on mobile phone: to use organs as the characters to play out the negative emotions and feelings inside us people, to tell different stories that always happen in real-life online purchases, and ultimately, everything and everyone returned to a trouble-free status. The whole atmosphere was so humorous and offbeat that memory retention and understanding from the customers were further enhanced and that fodders of topics were also fueled to meet the previous publicity challenges.

Creative Execution

To create the first ever theater-type relation with interactive marketing for brand service. In terms of creativity, we challenged the stereotypical advertisements, who always make “sentimental promises”, react “to cope with problems” and expose “service rating and comparing”, by introducing the first ever theater-type relation with interactive marketing, and further formalizing, personifying and at last transferring this relation to a concrete brand asset. We borrowed the human body organs into our advertisement: a story of feelings and emotions between the brain and the heart, which easily led to the core of the brand- “trouble-free”. This interactive theatre on mobile phone, spoke out negative thoughts by natural sentiments of human organs and in the end made the whole world peace and trouble free again. This is the logic of our creativity. But to simply execute the creativity of a single H5, but to completely build a creativity with continuity for this brand.

1,Webpage interactions of this Html 5 exceeded 2,400,000 times (Baidu Statistics), visits to Miaopai App over 4,000,000. And communication of this advertisement was more than ten million times. 2,Our drama/theatre interaction on mobile phones was very popular across the industry. There appeared a great amount of analysis and research articles written by Advertising Professionals. 3.Wide and enthusiastic reports and coverage were made by many advertising and media groups, content-producers, brands market and etc. 4.Over the three months after it going online, the use of “Tmall Trouble-free Buy” increased by 19.7%. Now, as long as one thinks of “Tmall Trouble-free Drama Troupe”, ( TMALL Care Drama Club)he or she thinks of “Tmall Trouble free Buy”.

To penetrate from the perception of customers, and return to the nuclear asset and value of the brand. We mapped out our marketing campaign by taking the perception of customers as the starting point and then return to the nuclear value and asset of “Tmall Trouble-free Buy”. The brand name is also where its nuclear brand value lies- “Trouble free”, also the ultimate goal of all service brands- to “maximize the customers’ enjoyment of shopping while forgetting that they are under services” and let E-Commerce environment rested in a “Trouble-free” status. For this reason, we laid out for the “Tmall Trouble free Buy” a strategic positioning- #Trouble bye Buy#.