How Major Brands Play with New Year Marketing

【Bye Bye Old Era】Pop-up Store

Co-branded by: Master Kong Drinks, Curiosity Daily, and the film A Better Tomorrow 2018

Location: Shanghai Global Harbor

Event components:

<Baozi That Cures All Ills> - Baozi with miraculous effects for curing pretentiousness, compulsive shopping, and other consumer ailments.

<Complaint Coffee House> - Simulates lunch break scenes; voice complaints can be displayed as bullet comments on a large screen in real time.

<Curiosity Ocean>, <Mediterranean Hair Salon>, <Mercury Retrograde Shower Room>, <Life Food Stall>, <Sad Tea>. The seven components correspond to breakfast, lunch, dinner, afternoon tea, and late-night snack scenarios, showcasing the attributes of the Ele.me delivery platform.

2017 hot topics leveraged: hair loss, Mercury retrograde.

Different brands interpret a single user trait from multiple angles, achieving a marketing effect where 1+1 is far greater than 2.

Ele.me, Master Kong Drinks, Curiosity Daily, and the film A Better Tomorrow 2018 use the seven themes of the offline exhibition to interpret the new consumption concepts of today's youth. In the context of consumption upgrading, 'eating well' has become the top choice for young people over 'eating enough.' The concept of a quality, enjoyable lifestyle has become their value. The entire offline exhibition caters to these values. At the same time, the content showcases the anxieties and pressures of contemporary youth: the hair loss issue in <Mediterranean Hair Salon>, the 'blame it on Mercury retrograde' attitude in <Mercury Retrograde Shower Room>, and the anonymous complaint space in <Complaint Coffee House> all interpret the anxieties and pressures of young people in 2017.

How Else Can Emojis Be Played? - 【Mushroom Head Emoji Exhibition】

Partner brand: CapitaLand Plaza Yunshang X Mushroom Head Emoji Theme Exhibition

Location: Guangzhou CapitaLand Plaza

Format: Emoji exhibition

Any form of advertising is a means to capture consumer choice. How do consumers choose a brand? A brand is a container; marketers need to continuously fill it with awareness, trust, and preference so that consumers will choose it. The collaborative exhibition between CapitaLand Plaza and Mushroom Head Emoji uses a win-win mindset to provide consumers with a comprehensive and three-dimensional entertainment experience.

【U Fun Lab】Faceu App Offline New Year Exhibition

Location: Opened at Shanghai兴业太古汇

Co-branded with: PUMA, BOBBI BROWN

Event format:

Online: Launch of event-specific collaboration stickers

Offline: Fashion New Year exhibition

As a product, the Faceu app itself is an 'advertising space.' It reportedly has over 20 million monthly active users. If 20 million people take photos with Faceu and share them on social media, that's 20 million instances of dissemination. The collaboration with PUMA and BOBBI BROWN is based on their shared user base—those who pursue individuality, trendiness, and fashion. By jointly creating an offline trendy fashion experience, they further declare their brand positioning to the outside world, while the exhibition design satisfies users' 'trend experience' and encourages them to proactively spread the event and the brand, creating 'social currency' for users and turning them into potential promoters of the product.

When designing offline experiential marketing activities, brands should proactively design a 'sharing behavior guidance mechanism' for users, enabling them to help spread the word.