The Campaign

As June happens to fall in the middle of the year, the concept is for Jing Dong 618 to become the universal mid-year shopping festival. Setting it self apart from competitors such as T-malls Double 11 which falls in the latter half of the year.

Creative Execution

The core structure of this TVC depicts busy city life through a series of vignettes of people from different walks of life synced with fast-paced music. In the second half of the TVC, we see all of these situations come to a dramatic halt signified by a shift in the pace of the music. This vast contrast in music and the visuals is to convey to the consumers that the Mid-Year is a good time to take a break from daily chores and start shopping for goodies on JD.com. Rewarding themselves so that they can better prepare for the second half of the year. The TVC is currently being broadcasted on CCTV, online TV, internet, WeChat and a range of other medias.

During the period of June 1 to June 18, 2017, the shopping festival, JD.com accumulated orders amounting to 119.9 billion yuan, the cumulative selling products over 700 million pieces. On the day of June 18, the first hour of sales surpassed the same period of last year up to 250%.

It enhances the idea of first half year hectic routine and brings excitement to the Jing Dong shopping festival.

Consumers have been working hard in the first half of the year, and as summer is approaching, we want to encourage them to take a break from their daily routines, encouraging them to reward themselves by shopping for goodies online during this festival.