The Moodies
Best Virtual Event or Experiential Marketing
Brand Winner
L’Oréal Travel Retail Asia
– Kiehl’s CNY Room Escape Live-streaming
In January 2021, Kiehl’s Travel Retail Asia Pacific and China Duty Free Group (CDFG) attracted a vast livestreaming audience with their ‘Ride Home with Kiehl’s’ pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. The spectacular activation featured a number of noteworthy O2O elements, which included the brand’s sustainable ‘Future Made Better’ zone and its first-ever livestreaming game show, starring Chinese singer Chang Xi He. The ‘Ride Home with Kiehl’s’ Lunar New Year pop-up dominated the central atrium of the CDF Mall. The installation combined traditional Lunar New Year symbols with Kiehl’s New York Heritage. Chang Xi He — a member of popular Chinese boy brand Unine — hosted an escape room-style game show via livestream on Yizhibo. The O2O livestream attracted a spectacular 30 million viewers on the platform.
The spectacular activation featured a number of noteworthy O2O elements, with Chang Xi He offering star alllure
The Ride Home with Kiehl’s pop-up marked the brand’s first-ever Lunar New Year activation at the Sanya International Duty Free Shopping Complex in Haitang Bay
Chinese singer Chang Xi He hosted an interactive escape room-themed livestream game show which attracted 30 million viewers on Yizhibo
East meets West: The striking pop-up combined festive Year of the Ox motifs with illustrations of New York landmarks
The Moodie Davitt eZine The Moodies 2021
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