The creative idea is to make the products become more emotional based on target group insight. Therefore, we decided to do the viral video by using the word "The One" comparing to the loved one of every couple.

The viral video is about how the girl who boyfriend has passed away. While they were using their life together, she always complain how the guy is not so romantic. After the guy's death, he leave something important for her, which is he want to ask her to married him.

We wanted to communicate about cherish your loved one before it's too late.

First, we launched the online shot film. Then we used Facebook re-targeting ads to send The 1 Card offered. Our placement optimized for mobile only. We achieved 5 million views within 1 night, and 10 million views within a week. Card point redemption increased 500% within the first 3 days.

The Results

1,704,1495 Reach

10,151,762 Views

1,816,106 Engagement

1 Million point redemption in one month

Our strategy is to strengthen relationship between brand and customers. We use emotional strategy to approached our target, and collecting customers data. Then we use re-targeting ads on Facebook to send the relevant offered to the target consumers. We using the overlap information from our CRM data and positive engagement in order to created brand love and increased more conversion rate.

The 1 card is the reward collecting card own by Central Retail Corporation Ltd. As last year is the 10th anniversary of the 1 card, they wanted to expand their target group by aiming at younger generation. Moreover, they wanna add emotional message to their product.