AIR POLLUTION DISCOUNT

TitleAIR POLLUTION DISCOUNT
ClientSHANGHAI KOBAYASHI DAILY CHEMICALS CO.,LTD.
Product / ServiceHADAGOKOCHI
CategoryD02. Use of Mobile
EntrantBEIJING 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

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.

Credits

Name Company Position
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
Joe Wonderlabs Studio Programmer
Hirotake Onose VECTOR INC. Special Effects Producer
Masaharu Nishikawa  VECTOR INC. Special Effects Producer
Links
Supporting Webpage