Creative Marketing Recognized: Carton Ge Wins Another International Advertising Award

[China Packaging Network News] 5

Challenging uncertainty, creating new vision

2019 IAI

International Creation and Sharing Festival and the

International Advertising Award ceremony was successfully held at the studio hall of Communication University of China in Beijing.

At the awards ceremony, a client served by Zhixiangge,

Kraft Group, with its novel creative marketing case, was delighted to win the

International Advertising Award for Excellence in Creative Marketing.

2019 IAI

International Advertising Award for Excellence in Creative Marketing

The Creation and Sharing Festival is dedicated to discussing how, in a market full of

in such a context, China's marketing industry will respond to

and in what way to leverage marketing creativity so that brands can stand and stand firm in the new era.

As an annual industry gathering for industry innovation, commercial brand creativity, media marketing and brand advertising,

the International Creation and Sharing Festival brings together well-known corporate brand owners, leading domestic and international media, advertising creative agencies and digital marketing,

public relations consulting and hundreds of other companies and institutions, making it an annual high-end event in the field of brand marketing and a first-class brand and marketing platform in China.

Winning this award fully demonstrates Zhixiangge's position and strong strength in the field of creative marketing for package advertising, and further represents that Zhixiangge's media value is recognized by the industry.

It is reported that Kraft Group signed an annual marketing cooperation with Zhixiangge, and during

2018-2019

planned uninterrupted marketing programs. Therefore, Zhixiangge, by combining innovative marketing gameplay for package advertising, planned a professional and cyclical marketing program for Kraft, and created an innovative and creative marketing case based on the marketing model of unpacking parcels from online shopping.

Zhixiangge continuously enhances its core marketing value

In this award-winning case, Zhixiangge's core marketing value consists of two parts:

The first part is: one of Kraft's biscuit products was selected and named the image of "Kraft Big Cheese Bro". According to the product's characteristics, consumers with strong online shopping habits, high spending power and a willingness to try new things were chosen

as the target customer group, and e-commerce package marketing was used to precisely find the target customer group and cater to their preferences.

The second part is: combining the characteristics of express delivery cartons with Kraft's product positioning, communicating the selling points of Kraft's related products to the audience, and perfectly combining the two

to plan a creative direction for carton transformation marketing. Ordinary carton boxes were turned into detachable creative cartons highly interactive with consumers, which not only make consumers curious and surprised in appearance but also have consumers fold them by hand in terms of carton creativity, forming the image of a Kraft Quzu Big Cheese Bro with headphones, thereby improving consumer interactivity and brand awareness.

During the communication period, this case attracted tens of millions of fans' attention through innovative gameplay. In the same period, in Kraft's official Tmall flagship store, the same gift box sold out on the same day; from the perspectives of data, channels and marketing, its favorable rating exceeded the industry

After the project ended, there was even a long-tail effect, as several major marketing accounts, self-media, Douyin and other third-party media once again independently spread this brand marketing gameplay many times, further increasing the brand's marketing exposure.

In addition, Zhixiangge also planned for Halloween

creative desktop storage cartons

festival interactive gift boxes

and other creative solutions, all of which were highly recognized by the industry and brands.

As a pioneer in the e-commerce package advertising industry, Zhixiangge said it is honored to receive the recognition of the organizing committee and the approval of many people inside and outside the industry. In the future, Zhixiangge will continue to devote itself to the e-commerce package advertising industry and build

the core media value of scenarios and precise online shopping groups, creating more value for advertisers.

——This article is reprinted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-350921.html