JD 618 “IN THE MIDDLE OF THE YEAR”

TitleJD 618 “IN THE MIDDLE OF THE YEAR”
BrandJD
Product / ServiceE-COMMERCE
CategoryB05. Mobile Advertising
EntrantHYLINK DIGITAL SOLUTIONS Beijing, CHINA
Idea Creation HYLINK DIGITAL SOLUTIONS Beijing, CHINA
Production HYLINK DIGITAL SOLUTIONS Beijing, CHINA

Credits

Name Company Position
qiu bohan Hylink Digital Solutions Co., Ltd. ECD

The Campaign

The creative idea of “ in the middle of the year” was produced by the visual style of Eye candy in the form of themed vertical version short film adapted to cellphone display. Only with this widely and popular way of spreading, the concept could be stabilized, and only with this way of introducing, the further continuous and inclusive social platform could be possibly built and provided to the brand owners and consumers.

Creative Execution

JD 618 is a full aggregation platform attracting different kinds of business owners to create value. With the concept “in the middle of the year”, all together 12 brands promote itself within a 6.18 sec.-video for each one. Each video was filmed freely stating its own band culture, specialization and the its image among the consumers “in the middle of the year”. After reproducing and editing, 12 short videos formed into a “brand growing process” film, the concept was spread as “it’s time to enjoy the fine goods and lit the fire of love”.

The short film was first released on Weibo, the most popular Chinese social entertaining platform on 15th, May,2018. On that day, single day playback figure of the short film surpass 30,000 times, and, the figure of online playback exceeded 1.5 million just within 10 days, meanwhile, “Reposting and Like” statistics reached 122,043 times from the viewers of the short film.

JD 618 distinguished and consolidated its own promoting concept to build a more continuously and inclusively social platform.With the platform, through the communication between consumers and brand owners, DJ 618 implants the idea of “Value the value Chain”,that is, making profit for everyone on JD 618 platform.

Links

Video URL