The Campaign

The older generation maintain the traditional culture, but young people seem gradually not to care about it.... We wanted to arouse the attention of Ghost Festival among the young generation. Different from the other retail brands, Carrefour redefined the Purdue of Ghost Festival - “More Creativity, More Sincerity”. We advertised on Facebook and Instagram, two of which commonly used social media sites by young people.

Creative Execution

We recorded some young people from all walks of life, showing their respect from their “sacrifices”. Furthermore, Carrefour also launched the “PengPai tablecloth”, which created a lot of buzz. The tablecloth enabled young people to carry out the ‘Purdue’ in an easy and fast way. Combined with the concepts of the Internet videos, four kinds of featured tablecloths were designed. This brought a buying trend from the public, and the media also competed for coverage. The digital voice soared, defeating the opponents. *PengPai means a hearty meal in Chinese.

With the effect of word of mouth, social media, combined with the media, the idea of “More creativity, more sincerity” exploded. The digital voice soared, defeating the opponents. Successful to arouse the attention of Ghost Festival among the young generation. Not only pass down the ancient culture, but also shorten the distances between two generations. In effect of word of mouth, social spreading, combined with the media, the idea of “More Creativity, More Sincerity” exploded. We raised the visibility of Carrefour and created the greatest voice of all time. The total voice of digital community reached 25.77 million, and the total number of engagement reached up to 534,000.

This campaign that lives both online and offline to gain the furthest reach for the campaign. We have considered all elements of the campaign and the best way to target the right people to achieve the best results. This campaign not only drive tangible business results but also that was instrumental to cultural change in the achievement of brand purpose.

The older generation maintain the traditional culture, but young people seem gradually not to care about it.... We wanted to arouse the attention of Ghost Festival among the young generation. Different from the other retail brands, Carrefour redefined the Purdue of Ghost Festival - “More Creativity, More Sincerity”. We advertised on Facebook and Instagram, two of which commonly used social media sites by young people.