Recently, Taobao, one of China’s leading C2C sites, launched a new H5 mobile campaign to challenge young consumers to think about H5 in a new way. Usually H5 are included as part of a brand’s WeChat account – adding additional levels of interaction and gamification to users.
However, they are used by individual users – here, Taobao makes H5 interactive!!
Take a look below, as SMART@Resonance’s Cherry Han explains the campaign, from her perspective as a Post-90s Chinese consumer.
In order to promote its latest 3-day offline event, “Creative Festival”, from July 22nd to July 24th in Shanghai World Expo Exhibition and Convention Center, Taobao launched this H5 to create a level of awareness and excitement among its consumers.
The festival is designed for the young Chinese, especially post-90s, to celebrate and showcase their creativity to the world. It is organised into three themes; Technology, Arts and Originality – which form three different themes and challenges within the H5 campaign.
As long as you get two other friends to play the H5 with you, you can successfully get the full H5. Each of you act as one of the three themes of the festival. And once you go through the whole H5 with your friends, you will get a chance to win the festival ticket at a third of the original price.
It’s not just about technology, but the content
Through the campaign, users could co-ordinate their content, to create a combined story with two of their friends. By redefining H5, Taobao was able to communicate with its young consumers.
Facing with the most ‘want-to-be-heard’ generation–post-90s’, the campaign wisely uses their tone to ‘release the most independent and bold announcement’ for them. If you are a Chinese post-90s, like me, once you read through the words, you will have the same feelings:
“Gosh, this guy really knows me!”
Three phones of friends combined together!
As a generation that grew up without brothers and sister – as part of the one-child policy, consumers value highly the relationships with their close friends, who become like ‘brothers’ and ‘sisters’.
Taobao’s H5 does a great job of creating a social element to H5 extensions to digital campaigns, – we see this as a new trends, that will strengthen, and become increasingly sophisticated.
Want to learn more about the post-90s, read our analysis here