The Campaign

To attract visitors to go up to the top floor, our idea is to made the elevators into immersive outer space. The elevators not only lead people to the top floor, it also let people feel the science and technology of the exhibition center, and attracting more and more clients to visit the center, so as to enhance their brand experience of CEEC. To make every second in the center count, we transformed the elevators into an immersive outer space experience that fits the center perfectly. Besides, immersive experience attracted those who are interested in high-end technologies come to visit CEEC, these people are precise target customers for exhibition center of high-end consumer electronics.

The Brief

The overall cost of the elevators is around US $2 million dollars. The film specially made for the elevators is abour US 453,000 dollars; The two elevators is about US 1.55 million dollars;

Creative Execution

It takes about a year for us to built the elevators from film production till the elevators are finally completed. Costing around US $2 million total to create, these two elevators each feature an interior area twice as large as that of a typical passenger elevator. Projectors with the shortest focus length in the world are developed to project video to five glass panels of the elevators from a laser projection matrix. accompanied by realistic sounds. It makes passengers feel like they’re traveling on a spaceship. The elevators are permanent installation of CEEC opened since the center opened up. You can make reservation to take the elevator ride in day time from 10 am to 9 pm. 400 people could experience the elevators in each time slot, and more than 4000 people could take the elevator ride within one day.

Describe the success of the promotion with both client and consumer including some quantifiable results

In the first week, about 30,000 visitors came to experience the elevators. The elevators achieved a social reach of 11 million people and appeared in close to 1000 media reports. Currently, nearly 100% of the online reservation slots have been booked. increasing popular interest in the CEEC. During the second week, visitors numbered almost twice as many as during the first week. The CEEC anticipates receiving even more visitors as its reputation continues to spread.

Explain why the method of promotion was most relevant to the product or service

China International Consumer Electronics Exchange/Exhibition Center (CEEC) has built first immersive audiovisual elevators in China that allow people experience outer space from earth. The elevators showed high-end technologies and attracting customers as they carry passengers to the top floor. Lots of people are drawn to see the elevators, and developed a keen interest to explore CEEC. The elevators are attracting more and more visitors, CEEC quickly gained popularity and sales was boosted. Besides, immersive experience attracted those who are interested in high-end technologies come to visit CEEC, these people are target customers for exhibition center of high-end consumer electronics.

Through building immersive elevators, CEEC attracted clients who are interested in high-end technologies, these clients are the target customers of the exhibition center. The elevators are broadcasted and covered on hundreds of websites, and stimulated people’s curiosity. At the end of some of the propaganda articles, people are linked to the reservation page of the elevators. After successful appointment, you just need to come to experience the elevators on time. CEEC created the special experience which attracted lots of customers, and enhanced communication with consumers. Stepping into these “outer space airships”, we can sense the high-tech feeling of the exhibition center, and high-tech brand image was built at the same time.