JWT Beijing Wins Gold at China International Advertising Festival

A China-wide activation that encouraged normally-reserved Chinese consumers to express their love for their parents during Lunar New Year, created by JWT Beijing for electronics retailer GOME, won three Gold and one Bronze award at the 21st China International Advertising Festival on October 27th.

The emotionally-charged campaign, which drove up in-store traffic and sales significantly at stores across China, has received wide recognition by China’s marketing industry throughout the year, taking home a Gold and Bronze from the China Effie Awards, a Gold from the China Great Wall Advertising Awards, and a Gold medal at the China Element Awards. It was also featured on stage at the Cannes Lions festival by Contagious magazine. 

“As a creative agency, our dream is to work with a brave client with an innovative heart, and GOME has proved to be just that. We had an exciting vision for their brand, and their decisive judgment and bold approach allowed us to bring this idea to life,” said Polly Chu, JWT Beijing’s Chief Creative Officer.

Chinese consumers traditionally buy their parents gifts to show respect during Lunar New Year, making this the best-selling season for household appliances. But many people in this reserved culture have trouble saying “I love you” to their mom and dad. So JWT Beijing created an in-store activation that allowed consumers shopping for holiday gifts at GOME to tell their parents how they really feel during the holiday season. Customers who purchase gifts were invited to enter the “Love Delivery Box” booth and record a message, which was captured on a recordable light sensor chip, inserted in the gift box, and delivered the next day. When the recipient opened the present, they heard their child’s heartfelt words. 

“JWT‘s insight helped bring families closer. We received an amazing response after launching this campaign. So many participants came out with their faces covered in tears, and we were all deeply moved and touched by that. It is hard to describe our own feelings,” said Luwen Li, GOME Marketing Centre Director. “At that moment, an award is not important. At that moment, we all know we are creating a great campaign.”

“Love Delivery Box broke through our previous focus on products, and focussed instead on building deep, emotional connections with consumers. Through the close cooperation with our partner JWT, GOME has made a big step toward achieving the kind of work that creates an emotional impact, and helps our brand out in a crowded communication environment,” said Xueying Dong, GOME Brand Centre Director.