THE WITNESS OF NUMBER

TitleTHE WITNESS OF NUMBER
ClientINFINITI
Product / ServiceINFINITI BRAND
CategoryC05. Customer Retail / In-Store Experience
EntrantCHEIL WORLDWIDE Beijing, CHINA
Idea Creation CHEIL WORLDWIDE Beijing, CHINA
Media Placement BEIJING DENTSU, CHINA
Production BEIJING SEVEN SMALL STONE NETWORK TECHNOLOGY CO.LTD., CHINA
Production 2 WTHEW BEIJING, CHINA

The Campaign

We believe that in China #BEYOND THE NUMBERS# shall not be just a slogan. It should become a kind of social movement that leads to public discussion. Therefore, this campaign is not just the spread of a brand’s individual vocalization, but a platform built by consumers’ active participation and content sharing. We aim to trigger more attentions.

The Brief

Total budget is 236,508 USD. Breakdown of costs: Cost of technology development is 61,904 USD. Cost of installation is 15,873 USD. Paid media budget:0 USD.

Creative Execution

At the end of 2017, we created an interactive installation called THE NUMBER VANISHER. It was connected to an online HTML5 and an offline Pinter placed in INFINITI Experience Store. Users from all over China could simply access this campaign by typing in the numbers they wanted to vanish through our campaign link. Then their stories of number will be captured by this machine. Each number is engraved with a story behind it. By saying goodbye to their numbers, users said goodbye to their past. The entire process is streamed live.

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

In only two days, 300,000 people made their number vanish through The Number Vanisher.15, 266 users directly contacted dealers or visited the official website for more information. In 5 days, 1,335,371 people visited campaign site. 27 key opinion leaders took part in this campaign and helped spread the information. Different media reported this campaign.

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

We created an installation that interacts with consumers in INFINITI Experience Store. We also launched an HTML5 on social media; this campaign has successfully captured millions of people’s attention and engaged them to participate this content-generating process. More than 300,000 users were inspired to take part in the discussion. We’ve also aroused considerable media impressions.

Chinese consumers live among all kinds of numbers in their lives. Numbers are frustrating their lives. (46 hours of overtime each month; China’s GDP ranks NO.2 in the world; 2-child policy; 10 millions revenue to meet KPI.) Numbers are restricting people’s lives. We have to let people realize that life should not be limited by numbers. In the last month of 2017, when people were full of enthusiasm for the New Year, we created an interactive installation called THE NUMBER VANISHER that could free consumers from their numbers.

Credits

Name Company Position
Dechun Qiu Cheil China Senior Creative Director
Delong He Cheil China Associate Creative Director
Hongting Wang Cheil China Art Director
Rutong Wang Cheil China Art Director
Mina Gao Cheil China Copywriter
Peiwen Li Cheil China Copywriter
Polly Chu Freelance Creative Consultant
Flip Sorée Freelance Creative Consultant
Jacky Lung Freelance Creative Consultant
Sofia Liu Cheil China Business Director
Xinxin Li Cheil China Account Manager
Leo Lee Cheil China Producer
Links
Social Media URL