Dianping.com
Dianping.com: Enjoy Big Meal with ¥ 9

I. Background
In September 2014, Dianping.com launched the campaign “Enjoy Food and Amusement with Nine Yuan”. The campaign launches three animated films each lasting for 10 seconds in terms of food, KTV and film, which have stood out among similar business promotion of other E-commerce vendors.

 

II. Solutions
This case creates three 10-second animation short films with unique style under strict time limitations, as the time period is so short that we may have nothing to say in reply. In these short films, the font of the three pieces of important information, i.e. “Enjoy Big Meal with Nine Yuan”, “Enjoy KTV for the Whole Night with Nine Yuan”, and “Enjoy Free Films”, have been transformed into anthropomorphic image, which tenaciously tell three interesting stories, and spread the promotional information to the limit in imposed manner.

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III. Results
1. Baidu index has been promoted by more than 220% in a number of cities in which the films have been launched.
2. This case has created a new marketing model for business promotion of E-commerce vendors.
3. This case has created new concepts for strategy, creativity and execution of brand TVC.
4. The revolutionary visual effects have caused spontaneous discussions on social platforms by consumers.
5. Being standing out among similar business promotion of other E-commerce vendors, this case has turned brand promotion into sales growth in the real sense, as the sales of “Enjoy Food and Amusement with Nine Yuan” has significantly increased.

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Dianping.com: Enjoy Big Meal with ¥ 9