Inner Mongolia Yi-li Group Industries Co. DM CHUNYUN: THE ANNUAL GREAT MIGRATION by Hylink Beijing

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Industry Ice cream & Cold desserts
Media Direct marketing
Market China
Agency Hylink Beijing
Associate Creative Director Shu Zheng Li
Executive Creative Director Wenjun Li
Creative Director Dong Hai Liu
Copywriter Jonathan Lim, Dabao Du
Designer Fendic Zhu
Account Supervisor Dan Xiao
Released January 2013

Credits & Description

Category: Fast Moving Consumer Goods
Account Manager: Arey Guo (Hylink Beijing)
Copywriter: Dabao Du (Hylink Beijing)
Designer: Fendic Zhu (Hylink Shanghai)
Business Director: Hans Wu (Hylink Beijing)
Technical Support: Lei Wang (Hylink Beijing)
Account Director: Lin Shan (Hylink Beijing)
Associate Art Director: Dao Shi (Hylink Beijing)
Creative Director: Dong Liu (Hylink Beijing)
User Experience Designer: Jing Zheng (Hylink Beijing)
Associate Creative Director: Jonathan Lim (Hylink Shanghai)
Executive Creative Director: Wenjun Li (Hylink Beijing)
Technical Support: Yu Zheng (Hylink Beijing)
Animation: Chao Liu (Hylink Beijing)
Account Supervisor: Dan Xiao (Hylink Beijing)
Copywriter: Jonathan Lim (Hylink Shanghai)
Project Director: Shawn Gao (Hylink Beijing)
Technical Support: Yong Chen (Hylink Beijing)
Animation: Yuanchun Zheng (Hylink Beijing)
Associate Creative Director: Zheng Li (Hylink Beijing)

3 billion media impressions 17.6 million site views9 million unique views3,393,183 participations2,120,739 journeys recorded 38% participation rateCPM = 0.4 USDCost per participation = USD 0.38

‘Happiness Moment’ has never been more crucial in China’s rapid developing state. The degree of happy moment heightens with the arrival of Chinese New Year. Wherever you are, the eagerness and desire to go home is the only thing in everyone’s mind.However, a massive migration of 340 million people during Chinese New Year, called Chunyun, which spans about 20 days, makes it difficult to travel home. No public transportation system in the world can solve this dilemma.To amplify happiness moment, Mengniu initiated a brand campaign to resonate with consumers and create conversation about “Little Happiness Matters”.

Mengniu re-enforced their brand image through fulfilling its social responsibility in support of travelers going home, virtually and physically. Through the interactive map, we see the hopes and desires of going home, we see how far the destination is and that you are not alone on your journey back home.Digital elements brought to life. To encourage those who cannot return home, i.Virtual letters were printed out and delivered with gift packages ii.Virtual reunion dinners were organized.For those traveling, Mengniu arranged for the “Happiness Bus” to shuttle travelers back home from major check-points.

Client Brief Or Objective
Mengniu, one of the top 20 manufacturers and distributors of dairy products in the world, is the No.1 local dairy manufacturer in China. Mengniu’s brand manifesto stands for “every bit of happiness” and has dedicated itself to uphold social wellbeing over the years. In recent years, food & safety scandals have become a serious issue in China; inevitably, Mengniu suffered from it.The strategy for the brand campaign is to use a soft approach to create a conversation amongst consumers, riding on trending topics to deliver and amplify the brand’s message of “Little Happiness Matters”.