Award: CAMPAIGN AWARDS \ C27. Promotional Activity

Double 11 shopping festival has been a cash-burning event and has gained less and less ROI in recent years. PChome Online, one of the earliest e-commerce retailers in Taiwan, was seeking a new way to maintain its competitive edge and increase year-on-year sales. The Agency deep-dived into consumer behaviour, coming up with key strategy that “the desires to shop never stops”, and turning off-peak seasons into new shopping festivals will make PChome arrive first at the site of battle. We thus combined 3 holidays of “gifting” in August, telling 3 stories around “love and gifting”, that reflected TA’s real-life experiences and the love they have felt, through integrated marketing channels. The activations achieved the goal – by motivating consumer to interact with PChome and shopping for gifts, the festival hit a monthly revenue record of sales and gained extra revenue for PChome in 2019.