The Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

“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.

Explain why the method of promotion was most relevant to the product or service

Air Pollution Discount changed the behavior of people without interrupting their daily routine. It’s customized to your direct location and uses real-time data to educate and reward people, meanwhile enlightening them on the importance of using an air-pollution mask when the air pollution worsens around your area.

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.