Why is this work relevant for Media?

We boldly extended the offline design materials and made the campaign a sustainable development project. We also completed the deployment of print ads, postcards and stamps of hometowns in major scenic post offices, and bookmark dissemination in cooperation with travel books. All print materials carried QR codes, which users scanned to enter the campaign page, make donations, and call for more friends to join

Background

In collaboration with China Post, our direct marketing campaign featured postcards and stamps, print ads in travel magazines and themed bookmarks inside the travel books of each Province. All print collateral materials carried a QR code of the campaign website, where users could receive an e-postcard for a donation and invite more friends to join. This activity eventually brought over 80 million users to the campaign and nearly 20 million RMB in donations.

Describe the creative idea / insights (30% of vote)

n collaboration with China Post, our direct marketing campaign featured postcards and stamps, print ads in travel magazines and themed bookmarks inside the travel books of each Province. All print collateral materials carried a QR code of the campaign website, where users could receive an e-postcard for a donation and invite more friends to join.

Describe the strategy (20% of vote)

Invalid question In collaboration with China Post, our direct marketing campaign featured postcards and stamps, print ads in travel magazines and themed bookmarks inside the travel books of each Province. All print collateral materials carried a QR code of the campaign website, where everyone could receive an e-postcard for a donation and invite more friends to join

Describe the execution (20% of vote)

Inspired from sweet childhood memories, these illustrations give people a feeling of nostalgia. Many of these things from the past no longer existed, or are even on the verge of disappearing. The illustrations showcase places and routines of ancient towns in China back in 1960s, and send the message that the good old tradition people once celebrated are now fading away.

List the results (30% of vote)

This activity eventually brought over 80 million users to the campaign and nearly 20 million RMB in donations.

Please tell us about the cultural insight that inspired the work

Inspired from sweet childhood memories, these illustrations give people a feeling of nostalgia. Many of these things from the past no longer existed, or are even on the verge of disappearing. The illustrations showcase places and routines of ancient towns in China back in 1960s, and send the message that the good old tradition people once celebrated are now fading away.