To promote its e-shopping marathon, Tmall took to the streets. The e-commerce giant covered China’s metro stations and billboards with 49 posters representing 49 brands taking part in Single’s Day 2016.
Each industry is represented with one brand and one creative and they each had one simple task: express their brand’s identity using Tmall’s cat head logo as a canvas.
The campaign consists of brands spanning sectors from FMCG to retail to technology and luxury products.
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Of those 49 brand posters, Saatchi & Saatchi’s e-commerce team made three contributions to the campaign. Safeguard, Pampers, and Moleskine were all chosen to be featured in the series due to their inventive use of the cat head logo and their performances, both online and offline.
Cyril Drouin, chief eCommerce officer, Greater China for Saatchi & Saatchi commented, “In selecting these three brands, all iconic in their own way, Tmall has shown the power of strong branding behind e-commerce and given us incredible momentum going into the end of the year."