ABOUT

CHALLENGE
Despite the extreme air pollution in China, many are still unconcerned about protecting themselves with a mask. How do we enlighten them that it’s necessary to use masks when the air is polluted?

IDEA
Air Pollution Discount – a simple system that reacts towards real-time data by detecting a person’s location and displaying the air pollution level. It then dispenses a discount coupon to be used on Tmall, China’s largest e-commerce portal.

RESULTS
4.2 MILLION BRANDED CONVERSATIONS
SALES ROSE TO 310%