Tmall incorporates bold imagination of ceramics into new campaign for super brand day

Chinese eCommerce giant Tmall has kicked off its super brand day campaign, “Celebrating Spring Through Ceramics” (春瓷大赏), done in collaboration with brands including Tissot, OPPO, Casarte, Royal Canin, ALBION and PANTENE, to name a few. In celebration of its super brand day, the campaign offered exclusive digital collectibles designed for the campaign for members to redeem.

The idea behind the campaign was sparked by a question as to what will brands resemble if they are transformed into ceramics, and more interestingly, what if the ceramics all came to life.

The brand released a three-minute video on 20 April, attracting viewers by taking them on a journey to Jingdezhen, which Is often named “porcelain capital” for its important role in international ceramic industry. The first 30-second shows different views of the province and snippets of ceramic craftsman delicately working on their piece. Then, enormous ceramics represented by different brands take turn to surprise viewers.

First, viewers will see a majestic bird gently resting on old buildings, represented by the watch brand Tissot. After which, different ceramic pieces come to life with bold imagination, with home appliance brand Casarte appearing in a form of a flying bird soaring across the land, cosmetics brand ALBION appearing as water droplets in the temple, followed by pet supplies brand Royal Canin transforming into a beckoning cat, curiously peeking into the household. Next, skincare brand PANTENE is presented as a rabbit vividly jumping in the fields.

A check by MARKETING-INTERACTIVE saw over 20.2 million views in seven days, with netizens commenting that they were stunned by JIngdezhen's scenery and ceramics and how creative they found the video. Meanwhile, the campaign hashtag "Celebrating Spring Through Ceramics" garnered 160 million views. 

As part of the campaign, Tmall also released a ceramics hunt map, encouraging people to visit Jingdezhen during the Labour Day holiday to witness the AR ceramics themselves, as shown in the video. The map included all the locations the ceramics, along with the artist's workshops appeared in the video.

Furthermore, Tmall has released 10 digital collectibles dedicated to the participating brands and its represented ceramic, and held raffles in which winners could win these exclusive digital collectibles.  

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