ALIBABA - CROPS DREAM

Short List
TitleALIBABA - CROPS DREAM
ClientALIBABA GROUP
Product / ServiceRURAL E-COMMERCE PLATFORM
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Media Placement ALIBABA GROUP Hangzhou, CHINA
PR ALIBABA GROUP Hangzhou, CHINA

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.

The Brief

Overall budget : 5 W RMB

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.

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

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.

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

The platform starts the first e-commerce portal dedicated to rural children, with changing the shopping behavior of crops. To promote awareness of poverty issue of rural children, we created series of dream-shape crops on rural Taobao, with the aim of building connections between online shoppers and children whose dreams depending on these unsalable crops. With a unique display picture, consumer can see what they offered through this purchase and provoked the compassion at once. we provided a new way for millions of users to buy crops, and to give a hand to children in rural China.

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 influence everyone of millions of Alibaba users with all the dream and hope they can support with one click, when shopping for themselves.

Credits

Name Company Position
Aser Cao FF Creative Director
Links
Website URL