Hershey's Chinese valentine's day campaign
The campaign context was Chinese Valentine's day.
The festival is originated from a romantic legend which is deeply rooted in the Chinese culture, and that’s the reason why many Chinese couples perceive this celebration more romantic than the western Valentine’s day on February 14th.
The challenge was to bring to life the brand proposition (enable the sharing of genuine emotions) in the Chinese Valentine’s context.
We were looking for a practical tool which could help couples express their romance genuine emotions.
Insight Research highlighted a shy attitude to speak out 'Qínghuà' (love words) among Chinese couples. At the same time, chocolate was one of the first gifting choices for the festival. Our idea was a chocolate box which could do all the job: a delicious traditional gift but also a tool to speak out those love words that were meant to be told, but they have never been.
The idea: The qínghuà speaking box.
A Chocolate box enabled by an innovative technology which can speak inspirational love quotes and allow customers record their DIY love message and let receivers listen to it right on thebox.
Describe the strategy Target audience: 19-30 yo Chinese. Since, comparatively speaking JD consumers are more male skewed and elder than TMALL we
The box was designed to play and record messages by simply pushing the buttons on the box.
The box was firstly previewed to the Beijing Qinghuá University students. The name of the college has the exact same sound (but different spelling of qínghuà, which in Chinese means 'Love words'. We shot a video, showing the Qinghuá University students interviewed as the qínghuà (love words) experts. Intensive phase: we released a KOL video showing the box functionalities and a Wechat HTML5 reproducing in an engaging digital way the functionalities of the box: users can record a love message through the H5 digital box and share on it through Wechat moments or friends chats.
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