ASIA-PACIFIC – CHINA, OCTOBER 24, 2012 – Guerrilla has just gone digital with Yihaodian’s campaign to win China’s grocery shoppers “offline”. The e-commerce website has teamed up again with Ogilvy & Mather Advertising/Shanghai after the successful video series “The Best Choice”.
Yihaodian has launched 1,000 stores overnight located at some of China’s most iconic landmark locations as well as directly in front of Yihaodian’s offline competitor brick & mortar supermarket stores.
The interesting twist is that these Yihaodian stores are not real brick & mortar stores. They are virtual 3D stores, which consumers can only see, visit and shop in by using the Yihaodian Virtual Store App while being physically at one of the 1,000 locations.
These location-tagged virtual stores were launched in iconic areas of Shanghai, Beijing, Guangzhou and Shenzhen. Each of the stores is packed with promotional discount coupons and high-value, free t vouchers that are just waiting to be claimed by shoppers.
“The most distinguishing feature of our augmented reality 3D virtual stores is its bringing online shopping to the offline world, combining the advantages of online and traditional retail through constant innovation. Not only is this one-stop shopping experience cost-effective, it’s a direct home delivery service that’s free from the restrictions of store location, shelf space and operating hours through its mobile and e-commerce capabilities,” Yihaodian chairman Yu Gang said. “Consumers can enjoy the convenience of online shopping while still having fun purchasing from these virtual stores that are set up in residential communities, offices, parks, and even on the Great Wall.”
“The Yihaodian virtual stores are a world’s first. Never before have we seen GPS location tagged augmented reality buildings where consumers can actually go shopping. It works just like visiting a traditional offline supermarket. You enter the store and browse the aisles for products then buy them before you leave the shop. All this is possible with the Yihaodian Virtual Store App,” said Sascha Engel, national director, Digital Lab – Ogilvy & Mather/China.
The Yihaodian Virtual Store App can now be downloaded free in the Apple App store: https://itunes.apple.com/us/app/wu-xian1hao-dian/id561927089?ls=1&mt=8
View the online ad here.
CREDITS
Project title: “1,000 Virtual Stores”
Client: Yihaodian
Brief: Create awareness of Yihaodian among offline grocery shoppers
Creative agency: Ogilvy & Mather Advertising/Shanghai
Creative Directors: Dirk Eschenbacher, Ali Grayeli, Sascha Engel
Art Directors: Dirk Eschenbacher, Xiaoming Lai, Eric Rong
Copywriters: Kweichee Lam, Rita Yang, Quetina Yang
Innovation Planners: Sascha Engel, Marc Violo
Agency Producers: Marc Violo, Tommy Pang
Account Service: YUAN Yong, Nicole Hu, Eden Wu, Minty Xu
Production house: Axis Creative Integration & Shi Shang Architecture
Exposure: Mobile, Web, PR
