YIHAODIAN Case study 1000 STORES by Ogilvy & Mather Shanghai

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1000 STORES

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Industry Software & Multimedia Productions, SaaS
Media Case study
Market China
Agency Ogilvy & Mather Shanghai
Regional Executive Creative Director Daniel Comar, Guillermo Caro
Executive Creative Director Francis Wee, Juggi Ramakrishna
Creative Director Ali Grayeli, Sascha Engel
Art Director Liwen Fan
Copywriter Kweichee Lam, Nils Andersson
Producer Jan Kern, Kevin Yeh
Editor Gamal Istiyanto
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Mobile Devices Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Mobile Devices
Advertiser: YIHAODIAN
Product/Service: E-GROCERY
Agency: OGILVY & MATHER SHANGHAI, CHINA
Chief Creative Officer: Graham Fink (Ogilvy & Mather Advertising Shanghai)
Executive Creative Director: Francis Wee (Ogilvy & Mather Advertising Shanghai)
Regional Creative Director: Dirk Eschenbacher (Ogilvy & Mather Advertising Beijing)
Creative Director: Sascha Engel (Ogilvy & Mather Advertising Shanghai)
Executive Creative Director: Juggi Ramakrishna (Ogilvy & Mather Advertising Beijing)
Regional Executive Creative Director: Daniel Comar (OgilvyAction Malaysia)
Creative Director: Ali Grayeli (OgilvyAction Shanghai)
Art Director: Liwen Fan (Ogilvy & Mather Advertising Shanghai)
Copywriter: Kweichee Lam (Ogilvy & Mather Advertising Beijing)
Innovation Planner: Marc Violo (Ogilvy & Mather Advertising Shanghai)
Innovation Planner: Rita Yang (Ogilvy Auto Beijing)
Innovation Planner: Quetina Yang (OgilvyOne Worldwide Beijing)
Account Service: Yuan Yong (Ogilvy & Mather Advertising Shanghai)
Account Service: Chris Reitermann (Ogilvy & Mather Advertising Shanghai)
Account Service: Nicole Hu (Ogilvy & Mather Advertising Shanghai)
Account Service: Eden Wu (Ogilvy & Mather Advertising Shanghai)
Producer: Jan Kern (Treehouse)
Editor: Gamal Istiyanto (Treehouse)
Architect: Lea Chen (Shishang Architecture)
Producer: Kevin Yeh (Axis Creative Integration)



Results and Effectiveness


Results:
The combination of online shopping and traditional in-store shopping hit a nerve and Yihaodian's revenue increased 17% over a 3 months campaign period.

The promotional video got around 2 million views across several video sharing sites. (Watch video here http://v.youku.com/v_show/id_XNDYxOTAyODEy.html)

Hundreds of media covered the idea including highly influential local titles like China Daily and people.com.cn and international media like Wired, Bloomberg, FastCompany and others. The campaign generated an estimated 2m USD media coverage.



Creative Execution


Each store measured 40 x 40 meters and featured over 1000 products.
We placed the stores around China’s first and second tier cities on unclaimed urban areas large enough to fit the store. We focused on on high-traffic locations such as the Central Business District, large residential condominium compounds and near subway stations.

First, we spread the word with our fans on Weibo, Chinese version of Twitter. Then we launched a promotional video on Youku and Tudou - Chinese versions of YouTube.



Insights, Strategy and the Idea


Background: 
Yihaodian is an online grocery shop in China (http://en.wikipedia.org/wiki/Yihaodian)

It is quite popular amongst the busy white-collar workers. However, most people still used to and prefer to shop in traditional brick-and-mortar stores.

Mission: Steal customers from the much bigger brick-and-mortar super store like Tesco, Metro and Carrefour.

Idea: 
We opened 1000 stores in China’s most strategic locations. And we opened them overnight. Those stores were made of pixels and bytes and accessible with a smartphone. Shoppers downloaded a location based (LBS) augmented reality (AR) app and followed these steps:

1) Locate the nearest store on the map.
2) Approach and enter the store.
3) Browse through more than 1000 products.
4) Buy product and complete checkout process.
5) Next day delivery.