JD.Com: Sunblock

In China, November 11 (Singles' Day) is akin to Black Friday in USA. On this very day, lots of e-Commerce companies in China (With Taobao's Tmall being the market leader) will be offering crazy sales.

As JD.com is ranked number 2, we have to draw on their strengths to beat Tmall instead of going into a price war. As JD.com has a speed delivery service which allows consumers to have their goods ordered on the same day, we created a TVC campaign that tells buyers that "It is not just about enjoying low prices, receiving your goods fast is equally important." Our campaign illustrates the awkward situations that could arise if you receive your goods late when you place an order with Tmall or other e-Commerce sites. As part of a fully integrated campaign which included online games, web videos and Weibo (China's version of Twitter) and outdoor event platforms, this TVC campaign has been named as one of the most influential integrated social campaigns in China in 2013.