Why Meituan?
Why Meituan?
Where is the name comes from?
Why mobile games are a superior choice for promoting PSAs in China?
Brand Choice
Who I am talking to?
Visual WIP
With the advancement of technology and the proliferation of the Internet, traditional television media continues to shrink in market share. The emergence of the internet and digital media has fundamentally altered the manner in exchange of information.
Gen Z online gaming users in China have been steadily increasing over the past few years and reached 553 million in 2021. (Statistic, 2022)
In the current social environment of “amusing ourselves to death”, leveraging mobile games for public service announcements would undoubtedly amplify both their reach and impact.
Meituan's demographics and psychographics are to market mostly students and Yuppies in China. The audience for this campaign focused on Gen Z.
Specifically, Gen Z (born between 1995-2009) in China have lived most of their lives during the country's economic growth and the revolution in modern technologies.
More tech-savvy and confident in spending, less on housing but more on entertainment.
Green^3 (Green to the Power of Three 绿的三次方):
Multiplayer collecting game to celebrate the Arbor Day (March 12th)
Duration: 2/8/2024 - 3/10/2024
Green^3 = eco-friendly activities in daily transportation + dinning + lifestyle
Brand positioning: Meituan is the service provider that makes daily life more convenient, intimate, and money-saving.
Corporate Strategy: A Chinese local life service e-commerce platform that provides diverse offerings, including food delivery, hotel and travel bookings, bike-sharing, and more.