|Title||AIR POLLUTION DISCOUNT|
|Brand||SHANGHAI KOBAYASHI DAILY CHEMICALS CO.,LTD.|
|Product / Service||HADAGOKOCHI|
|Category||C06. Real-time Response|
|Entrant||BEIJING DENTSU ADVERTISING CO., LTD, CHINA|
|Idea Creation||BEIJING DENTSU ADVERTISING CO., LTD, CHINA|
|Media Placement||BEIJING DENTSU ADVERTISING CO., LTD, CHINA|
|PR||BEIJING DENTSU ADVERTISING CO., LTD, CHINA|
|Production||DNA CHINA Shanghai, CHINA|
|Production 2||WONDERLABS STUDIO Shanghai, CHINA|
|Production 3||VECTOR INC. SHANGHAI, CHINA|
|Kazuki Tsuburaku||BEIJING DENTSU ADVERTISING CO.,LTD.||Executive Creative Director|
|Kentaro Mito||BEIJING DENTSU ADVERTISING CO.,LTD.||Creative Director|
|Si Tan||BEIJING DENTSU ADVERTISING CO.,LTD.||CD|
|Andrew Shee||BEIJING DENTSU ADVERTISING CO.,LTD.||ACD|
|Manabu Hoshino||BEIJING DENTSU ADVERTISING CO.,LTD.||SCD|
|Sweemei Loo||BEIJING DENTSU ADVERTISING CO.,LTD.||ACD|
|Susumu Onishi||BEIJING DENTSU ADVERTISING CO.,LTD.||Account Director|
|Yoyo Yao||BEIJING DENTSU ADVERTISING CO.,LTD.||Account Manager|
|Hiroshi Ito||BEIJING DENTSU ADVERTISING CO.,LTD.||Strategic Planning Director|
|TAIKI SOMA||DNA CHINA||Director|
|JIFENG CAO||DNA CHINA||Cinematographer|
|CHOW XIN YI||DNA CHINA||Executive Producer|
|Ryan Lu||Wonderlabs Studio||Project Director|
|Chengliang Dong||Wonderlabs Studio||Technical Director|
|Sky Hu||Wonderlabs Studio||Graphic Designer|
|Hirotake Onose||VECTOR INC.||Special Effects Producer|
|Masaharu Nishikawa||VECTOR INC.||Special Effects Producer|
Air Pollution Discount - The higher the levels of pollution in your area, the greater your discount for air pollution masks. Air Pollution Discount is customized to educate and reward you with discount coupons by detecting the pollution level in your area.
Air Pollution Discount is a web site that reacts towards real-time data every minute by detecting a person’s location and displaying the air pollution level in the area. It then dispenses a discount coupon. When the area gets more polluted, the discount coupon goes higher. They then use the coupon for TMall, China’s biggest e-commerce portal. Discount coupons range from RMB1 to RMB20, depending on the levels of pollution in the area.
“Air Pollution Discount” became a hot online topic, with almost 4.2 million conversations about it. Sales of Kobayashi masks rose up to 310% after the campaign launch.
With Air Pollution Discount, we targeted technology web media that featured the latest innovation around the world. By demonstrating the use of big data and linking it with online shopping, the web media praised Air Pollution Discount as an effective campaign to raise awareness and create sales for Kobayashi.
China is a mobile first market, and nearly half of all China’s e-commerce sales – totaling USD505 billion. Almost all purchasing decisions are made through their mobile devices, so we needed to find a way beyond conventional web banners. We knew that people constantly checked the weather and levels of air pollution through their smartphones, and that they loved mobile shopping at any time. So we linked these two by creating a platform that would tie back to the sales of Kobayashi air pollution masks.