AGENCY
Airy Han, Creative Partner
Alice Huang, Business Director
Eason Chen, Art Director
Edgar Wang, Connection Strategist
Jacko Gai, Associate Creative Director
Leo Yan, Associate Creative Director
Leon Liu, Head of Content Marketing
Luna Yan, Associate Creative Director
Lynette Niu, Account Executive
Rebecca Cui, Account Manager
SUMMARY
Chinese consumers were spoiled by all the ‘e-commerce festivals’, to them, e-commerce platforms were increasingly like a big online marketplace where filled with ‘special price’. T-mall wanted to change that. T-mall believed consumption is not about spending or saving, and it should be ‘in exchange for an ideal life’. And instead of summarizing “what has happened”, T-mall turned its eyes to ‘what could happen’ from data collected from small groups. And T-mall make a ‘confession’ to consumers about its belief on May 20 – the day considered to be perfect for ‘confession’ in China and launched ‘A Revelation of Trends’. T-mall voiced its belief by inviting ten consumer representatives to introduce the trend and these trends would impact both consumers and business partners. In consequence, by digging out insight from small group T-mall’s campaign caused herd effect and realized reorganization of category.
