Another digital campaign courtesy of Dove Chocolates. Gift giving is a big culture in China, where a lot is implied with this simple gesture. However, according to the chocolate brand, with the growing affluence of the Chinese consumers, people have become so used to giving and receiving gifts that the meaning behind each gift is often discounted.
To that end Dove wanted to do two things:
1] Revive the pleasure of giving and receiving a gift.
2] Help make a Dove gift stand out with a unique gifting experience during the festive occasions from Christmas, Chinese New Year to Valentine’s Day.
Their solution was to create a tailored gift giving experience that combined a Dove Chocolates box with Augmented Reality (AR) technology. As the video below shows the giver chooses from a selection of 3D animation graphics and greetings to create an AR message to send to their loved one.
Translation: For this Valentine’s Day, I want to prepare a very special present. With just 3 seconds, I want to open a window filled with love and warm memories. And with just a minute find a box of chocolates that he likes. Then I’ll take 5-10 minutes to add some cute accessories to this present. Last but not least I’ll use a lifetime to love him as he’s my life’s most precious moment. True feelings won’t let our love feel the distance.
The campaign was a great success in both engagement and sales conversion. It launched in December 2011, at the peak of the year end festive season and ran through Chinese New Year in January to Valentine’s Day in February 2012.To date, more than 3.1 million participants have used the AR enhanced gifting platform. The campaign also created a lot of viral buzz for the brand with its viral video receiving more than 3.2 million views in December.
Agency credit to: SapientNitro (Shanghai)
Creative Directors: 李日强 (Kestrel Lee), 刘家慧 (Chanthani Satjatham), 何慧茹 (Hueylu Ho)
Brand Strategy: Freddie Laker, Jane Qi (祁祝珺）
Art Direction (PC & Mobile): 刘家慧 (Chanthani Satjatham), Jerry Kurniawan, Andrew Kupresanin, Ivan Wang (王奕)
Technology: Amy Hu (胡燕君), Costa Zhu (朱霖), Elvin Chen (陈钟钟), Patrick Caillouet, Jorge Ramos, Sinisa Spasojevic.
Copywriting: Lydia Wang (王富仪), Nancy Cui (崔晶)
Account Servicing : Freddie Laker, 吴佳珏，赵治国, 蒋蕾 (Ashley Wu, Gary Zhao, Jessie Jiang)
Project Management: 方志华，庄丽霞 (Liz Chng, Pride Fang)
Traffic Management: 何蕴文 (Susie He）
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