Best Marketing cases in China - Oct

​Seeniun Media selected three marketing case studies in China, to showcase the trends and ideas.

In Oct, Airbnb sticks to the immersive experience concept and collaborates with the always sold-out show Sleep No More, while Taobao shifts online to offline with a massive campaign for the upcoming 11th Nov Sale. Buick puts the SMART lifestyle under the spotlight while talks less about the car itself in its Utopia House campaign.  

Buick – Wonderful Utopia House
Buick bought its smart pop-up house, Wonderful Utopia, to Hangzhou. Users can voice control, remote control the room with high-tech that is related to Buick’s functionality. It is an experiment to explore the relationship and balance between human, car and life. Buick jumps out of the box of the website and APP, embraces a broader digital era, and integrate the vehicle into life. 

​Airbnb – Halloween Night @Mckittrick Hotel
On the Halloween night, Airbnb opens the top floor of Mckittrick Hotel, a black room from 1930, for the first time. This is a new episode of its global “Night At” campaign. The immersive experience becomes increasingly common to uplift and enrich brand image. Airbnb also collaborates with the New York originated experimental show, Sleep No More, to present a three-hour-long live horror show. 

​Taobao - Double 11 is coming
Last year, Alibaba broke the record of it daily revenue on 11th Nov. This year, this originally online sales campaign is to occupy the offline advertisement space and step up to the next level. 140,000 brands and 15 million items already tier up for the pre-event campaign. The co-branding ads of Tmall and the brand are all over the place. Over 1 million stores will participate on the day in the CBDs, in the form of pop-up stores. Even luxury brands work hard to close more deals on the day.