Why is this work relevant for Brand Experience & Activation?

The challenge for the creative plan for Meituan’s QiXi marketing campaign is how to fuse urban marks, business nature and interpersonal interactions. We created Literature Ads, using the most extraordinary literal texture to express the most ordinary QiXi romance.Allows the coexistence of Ads and Literature, Movies and Poems, Music and Animation. The plain affection between lovers is decorated with a rare touch of eternity and endearment, bringing an expression filled with a brand’s deepest devotion to an earthly world during QiXi: # A City, Taking Care of Somebody for Me#.

Background

We need to find where Meituan as a brand intersects with the QiXi mood, and ride the QiXi enthusiasm to boost brand image. We are going to create a narrative from the perspective of a nobody to make it easily understandable, memorable and recreatable.

Describe the creative idea (20% of vote)

We find that there are 3 eternal hurdles troubling the lovebirds in the world: long-distance relationship, freshness and salvaging a relationship And Meituan happens to be a help: 1.Meituan is present in 2,800 plus cities and counties, delivering love door to door at your fingertip. 2.Meituan offers over 200 service categories, keeping love fresh. 3.One-stop service platform, bringing love back to the sweet past The omnipotent Meituan with all the services you need as a citizen is sweetening love on QiXi.

Describe the strategy (20% of vote)

We’re the first in the industry to come up with the creative of Literature ads. We creatively connect the brand’s well established ‘servicing the local community’ business model with its ‘making happy lives’ brand character: fusing urban marks, business nature and interpersonal interactions, allowing the coexistence of Ads and Literature, Movies and Poems, Music and Animation, bringing the expression filled with Meituan’s deepest devotion to an earthly world during QiXi: # A City, Taking Care of Somebody for Me#.

Describe the execution (30% of vote)

3 themed video clips: The Sweetest Flowers, The Golden Shop Sign, Another Me 1 interactive H5 1 celebrity MV 1 celebrity video clip 1 offline event

List the results (30% of vote)

1.25 billion visits 140 million views on TikTok 300 thousand plus discussion threads Using the star power of 2 A-list celebrities to generate craze