PR > PR: Digital & Social

SATINE AFFECTION LOCK

CHEIL OPENTIDE, Beijing / YILI SATINE / 2014

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Overview

Credits

OVERVIEW

CampaignDescription

In the ancient Confucian philosophy, filial piety is the key virtue in Chinese culture binding traditional Chinese society into a primary unit through the importance of family relations.

China today is one the fastest aging populations in the world. Empty-nesters account for over a billion of the country’s elderly population. A societal directive was implemented by the P.R.C government on 1st July, 2013, emphasizing the care for empty-nesters as part of civic duty.

ClientBriefOrObjective

On one side lands busy City-dwellers working far away from home, while empty-nesters stay alone on the other—what can be done to alleviate this societal problem?

Effectiveness

The promotion of “Affection Lock” not only enhances frequent long distance parent-child communication,but also encourages increased public attention on caring for the country’s soaring population of empty-nesters.

Execution

Lock screen + Daily Phone Call to Parents at home = “Affection Lock”

Cell phone would be locked by the “Affection Lock” if no call is made to your parents within a pre-set time period;

Dialing to your parents as the only way to restore your mobile to normal condition;

Online: Wide spread of “Affection Lock”viral video, with enormous share on social platforms.

Offline: “Affection Lock” red pocket would be launched during Chinese New Year, with convenient download of “Affection Lock” via QR code.

Relevancy

On one side lands busy City-dwellers working far away from home, while empty-nesters stay alone on the other—what can be done to alleviate this societal problem?

Strategy

Lock screen + Daily Phone Call to Parents at home = “Affection Lock”

Cell phone would be locked by the “Affection Lock” if no call is made to your parents within a pre-set time period;

Dialing to your parents as the only way to restore your mobile to normal condition;

Online: Wide spread of “Affection Lock”viral video, with enormous share on social platforms.

Offline: “Affection Lock” red pocket would be launched during Chinese New Year, with convenient download of “Affection Lock” via QR code.

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