The Campaign

We found an opportunity: 5 ml is the best taste for tasting the tea; having tea in sips will bring layers of its flavors. Therefore, we created “Micro Chado-Mini teaware”. With these specially designed mini teaware, we have shown people how we care about the taste of the tea: though nearly unobservable, it is full of lots of details and ingenuity like the exquisite Japanese mini teaware. In this small intriguing world, people are guided to taste the layers of flavors of tea in details.

Creative Execution

First, we have launched website and videos for limited preorder for mini teaware, creating discussions among consumers. Consumers will also be able to select and set a landscape of tea on their mobile phone to create the fun and atmosphere of relishing the tea. The mini teaware were immediately sold out within three minutes after the launch. This stimulated not only discussions over Cha-Xun-Wei in social community, but also enhenced a high level of brand awareness in convenience stores. Besides, we also cooperate with online social media and offline outdoor to launch the“Micro tea house – The Tiniest Chado” in corners of the city; the results went virual and the media was crazy about it. Besides, the unboxing from KOL also boosted the campaign and heat up the topic.

Indication of how successful the outcome was in the market

The mini teaware were immediately sold out within three minutes after the launch. This stimulated not only discussions over Cha-Xun-Wei in social community, but also enhenced a high level of brand awareness in convenience stores. With the quality texture and a set of online and offline operations, “Micro Chado-Mini teaware” has successfully created the brand awareness of “Cha-Xun-Wei”! Small sips plus the idea of ichi-go ichi-e (one time, one meeting in Japanese) truly impresses people!