Creative Execution

We started on social media the theory "eating crayfishes will give you blesses to win", and it was spread quickly. Then we created an interesting process of eating crayfishes: first, put the flag of your supporting team in front of the crayfishes; second, pray devotedly; third, eat! A series of crayfish related posters were made to attract people's attention, people could see them inside our client's APP and on buses. We even built a crayfish temple for real and a lot of KOLs came and joined this special crayfish eating event.

There were people who downloaded our posters and stack them on the walls at home, or used them as wallpapers or even turned them into tattoo stickers! Crayfish became a mascot mastering the result of football games on internet. Based on the data provided by the client, during the FIFA World Cup almost 100,000,000 crayfishes have been sold out, and their APP visits were raised by 685%.

Chinese believe in the theory that the shape of what you eat can provide the benefits you need. For instance, walnuts looks like human brain, and they do actually facilitate the brain development; while sea cucumbers, some would say they could improve your sex potency. As for the crayfish, they always show their pliers similar to the shape "V", which stands for "Victory" and will probably bring you the success! Those who stay late to watch the World Cup, have their supporting teams. So we promote this "theory" online and offline to get more people involved in this campaign.