Gome: Love Delivery Box

Chinese electronics retailers Gome and JWT Beijing have created a recordable gift box that let the country's reserved consumers tell their parents how they really feel about them during Chinese New Year. Chinese consumers traditionally buy their parents gifts to show respect during Lunar New Year, making this the best-selling season for household appliances. But many people in this reserved culture have trouble saying "I love you" to their mum and dad. So JWT Beijing created an in-store activation that allows consumers shopping for holiday gifts at Gome to tell their parents how they really feel during the holiday season. Customers who purchase gifts are invited, free of charge, to enter the "Love Delivery Box" booth and record a message, which is captured on a recordable light sensor chip, inserted in the gift box, and delivered the next day. When the recipient opens the present, they hear their child's heartfelt words.