ALIBABA - CROPS DREAM

TitleALIBABA - CROPS DREAM
BrandALIBABA GROUP
Product / ServiceRURAL E-COMMERCE PLATFORM
CategoryB08. Use of Digital Platforms
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Media Placement ALIBABA GROUP Hangzhou, CHINA
PR ALIBABA GROUP Hangzhou, CHINA

Credits

Name Company Position
Aser Cao FF Creative Director

The Campaign

We help children to shape out things they dream of using their unsalable crops, each made of the crops of equal value with the thing they wanted. Then we turn these artless works as banners and display pictures on Alibaba rural e-commerce platform. By telling the story behind these raw crops, we make the online shopping experience as appealing as a dream. people can take a deeper look at the dreams and hope through these crops, the "buy"click now become a dream-come-true click.

Creative Execution

We went to villages, found these children in person, help them shape out their dreams together with food artist we invited. These works were crafted as display photos and banners on all Alibaba e-commerce interfaces, also went as print and outdoor, and social contents covering all Alibaba platforms, Sina Weibo, and WeChat.

Online shopping of crops went unprecedented popular, developed high awareness of rural children’s needs through a convert of consumption channel. Topic bursted as, “The most beautiful shape of crops” IT created 1,440,000+ sales and still increasing. And as a start, crops from 30000+ villages are covered by rural Tabao, to help millions of children from rural families.

‘Crop Dreams’ created a unique way to use digital platforms in China, by taking advantage of Alibaba’s huge user base, using it as its own media of infinite impressions. Every picture of dream shaping crops touched people once they saw it, and it’s just easy to click to help and share on with multi-media platforms of Alibaba all connected. The children were real, utilised earned-media to influence the public conversation of poverty issue and changed perceptions of the ways to help to give a hand, with a change on shopping habit.

Insights, Strategy and the Idea

People pay for everything online in China today, but unlike any other categories already in a mature consumption mechanism online, people still feeling no difference where to buy crops. But as soon as you make them listen to a story when they ask “why” in a shopping scenario, they lose patient. So we let them find out the story at the instant decision making moment and ask themselves “why not”. It's all about the display picture- the one thing attract most attention in online shopping. Datas gathered from encouraging policies of Chinese government for agriculture to go online, e-commerce giant Alibaba’s datas on rural e-commerce development, crop sales and rural children’s condition, all visualized in one picture in the most simple way to encourage consumers to buy the farmers' crops in one click.

Links

Website URL