[Goodbye Old Era] Pop-up Store
Co-branding: Master Kong Beverages, Curiosity Daily, and the film 'A Better Tomorrow 2018'
Location: Shanghai Yuexing Global Harbor
Activity components:
<Baozi Shop for All Ills> featuring buns that cure consumer ailments like pretentiousness, compulsive shopping, etc.
<Complaint Coffee House> simulating lunch break scenes, with voice complaints displayed as live bullet comments on a big screen.
<Curiosity Ocean>, <Mediterranean Barber Shop>, <Mercury Retrograde Shower>, <Life Food Stall>, and <Mourn Tea>. The seven components correspond to breakfast, lunch, dinner, afternoon tea, and late-night snack scenarios, showcasing the attributes of the Ele.me food 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 Beverages, Curiosity Daily, and the film 'A Better Tomorrow 2018' use the seven themes of the offline exhibition to interpret the new consumption attitudes of today's youth. In the context of consumption upgrade, 'eating well' has become the priority 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 at the <Mediterranean Barber Shop>, the 'blame it on Mercury retrograde' attitude at the <Mercury Retrograde Shower>, and the anonymous complaint corner at the <Complaint Coffee House> all interpret the anxieties and pressures of young people in 2017.
How Else Can Emojis Be Played? - [Mushroom Head Emoji Exhibition]
Co-branding: CapitaLand Square·Yunshang X Mushroom Head Emoji Theme Exhibition
Location: Guangzhou CapitaLand Square
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 must continuously fill it with awareness, trust, and preference to be the preferred choice. The collaboration between CapitaLand Square and Mushroom Head Emoji leverages a win-win mindset to provide consumers with a comprehensive and immersive entertainment experience.
[U-Play Lab] Faceu App Offline New Year Exhibition
Location: Opening at Shanghai HKRI Taikoo Hui
Co-branding: PUMA, BOBBI BROWN
Activity format:
Online: Launch of co-branded stickers
Offline: Fashion New Year exhibition
As a product, the Faceu app itself is an 'advertising space'. With reportedly over 20 million monthly active users, if 20 million people take photos with Faceu and share them on social media, that's 20 million impressions. The collaboration with PUMA and BOBBI BROWN is based on their shared user base—those who pursue individuality, trendiness, and fashion. Through the co-created offline fashion experience, Faceu further declares its brand positioning to the public, while the exhibition design satisfies users' desire for a 'trendy experience', encouraging them to proactively spread the event and brand. This creates 'social currency' for users, turning them into potential promoters of the product.
When designing offline experiential marketing activities, brands should proactively design 'sharing behavior guidance mechanisms' for users, enabling them to help spread the word.
