Suning Electronics Digital, Design & Branding, Case study The Tape Pledge [image] by Ifeng.Com Beijing

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The Tape Pledge [image]

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Industry Online Retail & E-stores, Environmental & Animal Issues
Media Digital, Interactive & Mobile, Design & Branding, Case study
Market China
Agency Ifeng.Com Beijing
Client Service Director Jun Yao
Released February 2017

Awards

Cannes Lions 2017
Media Channels: Use of Ambient Media: Small Scale Bronze Lion
Media Sectors: Charities & Non-profit Bronze Lion

Credits & Description

Title: The Tape Pledge
Agency: Ifeng.Com
Brand: Suning
Country: China
Entrant Company: Ifeng.Com, Beijing
Advertising Agency: Ifeng.Com, Beijing
Media Agency: Ifeng.Com, Beijing
Managing Director, Marketing Center: Howie Hau (Ifeng.com)
Marketing Director: Tammy Zhang (Ifeng.com)
Client Service Director: Jun Yao (Ifeng.com)
Relevancy:
The medium is the message. The choice of medium is the core of this campaign - delivery boxes. It is a touch point that can connect with our target audience - online shoppers that are often exposed to illegal online tradings of animal products. With China's massive e-commerce network, the e-com logistics network also has the country's highest penetration and coverage rate. The media solution to this campaign is effective, precise and substantial.
Strategy:
With 448 milllion (as of June 2016) online shoppers, China's massive e-commerce platform is often taken advantage by illegal covert traders. Therefore we used the delivery box - a touch point that can connect with all online shoppers - as our medium and communication channel.
Synopsis:
Even with plenty of campaigns against illegal animal hunting, as long as buyers for animal products exist, these cruel activities are still happening every day. As China's leading media that's committed to public welfare, we would like to dedicate our yearly campaign to these vulnerable animals.
Execution:
Five versions of the "Pledge Tape" was created, each printed with a type of wild animal that is becoming distinct because of their parts of "great value" to illegal hunters in China: elephant, shark, rhino, tiger and pangolin. On 1st April 2017, these "Pledge Tape" went into the market with Suning's massive logistics network across China's 2856 counties. When an online shopper receives a deliver package taped with our "Pledge Tape", he/she is invited to make a pledge of "No Purchase, Don't Become An Animal Slayer". At the same time, "The Tape Pledge" campaign site goes online on China's most popular online media for public welfare, as well as related SNS accounts (WeChat, Weibo & mobile App). The distribution of the "Pledge Tape" by Suning is planned till the end of 2017.
Outcome:
The campaign has been launched for almost a month and will continue till the end of 2017. For the past few weeks: - Favorability of Suning, both their brand image and logistics, has gone up- The idea of protecting distinct animals is implemented with the action of online purchases, at the same time achieving the most effective communication- The fun and interactive tape has earned recognition and favor of all consumers.
Campaign Description:
The idea is "The Tape Pledge". We team up with Suning - one of China's largest online retailer - to create a campaign that combines e-commerce channels and interactive design. The specially designed adhensive tape becomes an interactive medium, with a sandwich structure and prints of wild animals all that are most hunted because of their “valuable” body parts to Chinese consumers. When the tape is cut open, a small amount of red paint “bleeds out” from the printed ivory, shark fin or rhino horn. Scan QR code to open the HTML5 page, where consumers can read more about how these animals are crucial to our planet’s eco-balance.