ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2022 ONE Asia - Interactive, Online & Mobile

21k Finger Marathon

Agency ADK TAIWAN / Taipei

Client PChome 24h Shopping

Category

Ecommerce

Annual ID

OA22_IO005M

Description

COVID Pandemic continues to spread globally. When people can’t go out, apparently "online shopping" becomes the best outlet for consumption. PChome24h Shopping, Taiwan local popular e-commerce platform, wants to seize this opportunity to increase customer shopping frequency and new membership. Through research, we found during the home isolation period, next to stocking daily necessities, people play various mobile games to kill time. The average hours of playing video games per week increased by about 5.17 hours. So we decided to turn this APP for shopping into a fun and addictive mobile game! "PChome24h 21km Finger Marathon" We turned the PChome24h APP shopping interface into a marathon racetrack. As soon as shoppers open the APP to shop, the race starts. All the distances scrolled by fingers are then converted into marathon accumulated mileage, even product-browsing and purchasing time. The longer the browsing time, the longer the accumulated distance. We planned an integrated implementation, comparing to every process of the real marathon race for consumer journey: - Teaser: announce the race is about to start, inviting everyone to become marathon runners from home. - Marathon Contestant Race Kit: consumer can apply for exclusive entry badges through the filter special effects, and got physical finger marathon kits. - Social Content: experts and influencers pass on their secret warm-up tricks to effectively increase the topic popularity. - Race broadcast & Prizes: broadcast the races of internet celebrity participants, there’s even extra gift voucher when specific accumulated mileage reached to encourage participants to cross the finish line. This leads to more shoppers to visit and spend on PChome 24h. With only three weeks, the campaign became an instant sensation and broke many records with PChome 24h. - Membership visit frequency increased by more than 10 million times - APP downloads increased by 40% - New membership growth by nearly 60% - Members viewership and annual revenue growth rate both by 200%

2022 Awards

Total Points: 2

Merit Award

Credits

Agency

ADK TAIWAN / Taipei

Client / Brand

PChome 24h Shopping / Taipei

Chief Creative Officer

Richard Yu

Creative Director

Morning Yu

Executive Creative Director

Kurt Lin

Senior Account Director

Jean Chou

Senior Account Executive

Bonnie Kuo

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