ABOUT

BRIEF
The number of orphans in China is increasing dramatically year by year. They only receive the most basic requirements for food and clothing at orphanages. They don’t have toys and miss out on a happy childhood. Meanwhile, children in the city are doted on and have a mountain of toys—there is a huge discrepancy.
Can well-known German toy brand Hape increase sales while at the same time helping these orphans?


STRATEGY
German toy brand Hape arrived in China in 2005. Due to high tariffs, Hape prices are also relatively high. The Chinese toy market is intensely competitive, so even though Hape has high quality products, few consumers know about the brand and would not prefer it to others. In order to improve this situtation, this event was launched to get people to notice the brand.While consumers were buying toys for their own children, they could easily donate a toy to an orphan.

EXECUTION
STARTING FROM China Children’s Charity Day, Hape launched the Slidonation event. Many parents bring their children to the HAPE store to buy toys, where we placed several special picture catalogs. The catalog featured pictures of orphans and toys, and NFC chip was installed in every page of the book. When you move your phone close to the toy and slide to the left, the toy magically appears in the hands of the orphan. The consumer purchases a toy for their own child while at the same time donating a toy to an orphan. Customers were very happy to experience this


RESULT
Through this new medium, not only are you sending a toy and happiness to orphans, but at the same time Hape’s sales increase, creating a win-win situation for both donations and sales. The event expanded rapidly nationwide through media, enhancing Hape’s brand image.
1.Participating customers reached 78%
2.During the event, toy sales increased by 52%
3.Increase percentage of 20toys selected by 28%
4.The event was widely spread and followed on social media