[Flash of Genius] Tmall Apple Product Launch

Chinese creativity never fails to amaze me.

Today, there’s a top banners on the biggest eCommerce platform in China – Tmall.

On the top purple banner, the Chinese reads “Secret Apple Product launch 2015”.

Tmall Home Page Top Banner on May 6, 2015

Tmall Home Page Top Banner on May 6, 2015

When you click into the banner, you’ll get the idea – A landing page with a typical Apple/Mac look and feel only with Real Apples in the key visual. (See the page here)

Landing Page for Queens Apple - sells actual apple - the fruit.

Landing Page for Queens Apple – sells actual apple – the fruit.

Looks Familiar?

Apple Feature

Apple Feature

Apple Feature

To top it up, they actually mock Apple to the max by creating a product videos completely Apple Style. I seriously love the video and the whole creative idea. (What exactly does a VP of Visibility Reduction do?)

Queens Apple Product Video

Queens Apple Product Video

http://cloud.video.taobao.com/play/u/788020900/e/1/t/1/p/1/25046539.swf

Yes, they are selling real apples from New Zealand.

This is by far, the best apple-mocking campaign I’ve seen (Apart from the whole Xiaomi craze).  Have a laugh and enjoy!

Follow-up:

It didn’t stop there:

Queens Apple and Tmall Internatinal worked with two top celebrities who are currently starring in the celebrities dating reality show “Let’s fall in love” (我们相爱吧)

With their Quotes, which had been hot topic on Weibo since the show aired.

Ren Zhong's Apple Packing with his famous quote

Ren Zhong’s Apple Packing with his famous quote

Shangwenjie  Customized Packaging

Shangwenjie Customized Packaging

Of course, KOLs (Nice adaptation of Coke’s “Share a Coke” – Isn’t the packaging familiar too?

KOL Posts

KOL Posts

They also built up the hashtag/ Topic on Weibo #AppleforReal# (真的是苹果)- It’s less than 48 hours since its debut on Tmall, the topic itself has over 20 million views and 17K Tweets and definitely counting.

What’s more? They have sold out over 30K packages of Apples in less than 2 days before they apples are picked. Isn’t it a marketing miracle?

Sold Out Banjner

Sold Out Banner

Well done, Tmall International! I wonder when international news will pick up the story.

Chill’s Doomsday Campaign – Flash of Genius

Again, I can’t believe that I didn’t know about this file until just now.

Dec 21, 2012 – We knew it all along. Everyone was talking about it. There was even a movie about it. 

No one was actually admit believing it but deep down we somewhat were a bit scared. So Carlsberg came up with this brilliant idea of making fun out of doomsday.

Appeal to the Cool Hunters

They started off with this amazing TVC on “Not allow to be unhappy” because the end is coming – body height doesn’t matter; what are you still afraid of? The whole concept resonanced with whole instant gratification which we celebrate for Gen-Y and younger.

Celebrity Collaboration

This is Asia. Celebrity influence is vital. They collaborated with May Day to talk about a bucket list. May Day is a very popular hip music band from Taiwan with huge following in Greater China. The bucket list sharing is perfect in getting the target audience to have the fun mood. Here’s what their bucket list is, what about mine?

Of course, with integrated media plan to make sure the idea is widespread and plus star stud concerts, especially May Day and events to created a 360 effect.

(Agency: Zenith Optimedia)

I wish I could find more info on their offline events. Hope you can still get the idea with the two videos.