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JWT Beijing's "Love Delivery Box" CNY campaign for Gome

17 January, 2014

Love Delivery Box CNY campaign

Helps reserved Chinese tell their parents how they really feel

— 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 mom 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.
“In the Chinese world, love towards parents is deep and rich, yet restrained. Adults express their love by visiting their parents or buying them gifts, but few will say “I love you”,” said Nicky Zhang, JWT Beijing’s Senior Creative Director.

“The older generation was not super expressive. You knew your parents loved you, but they never said it – and neither did you, growing up. But when we spoke with people of all ages, we found they wanted to express their love to their parents - and the older generation really ached to hear it.”

To promote the activation, which is on offer in 195 Gome stores between January 17 and February 5, JWT created a documentary-style TVC for Gome that’s airing online. The campaign leverages the retail giant’s broad footprint and distribution might, giving the company a leg up on its online competitors, and positions the brand a talking point during this important holiday season.

“This service really helps bring families closer, and we have already received an amazing response,” said Luwen Li, Gome Marketing Centre Director. “Many people’s faces are covered with tears when they are recording. We’ve all been quite deeply moved.”

Click here to watch Gome’s “Love Delivery Box” campaign on YouTube with English subtitles. 

About JWT
JWT, the world’s best-known marketing communications brand, has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. For more information, please visit and follow us @JWT_Worldwide.

JWT opened its first office in Asia in 1929, and today employs over 3,800 people in 53 offices across 18 countries in the region.

JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit and follow us @JWT_Worldwide.

Cris Prystay
Asia Pacific Director of Corporate Communications
+65 6880-5134

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