China's millionaire livestreamer Viya sells an unconventional product – a rocket launch

A real-world and high-profile rocket sale was the antithesis of April Fool's Day marketing campaigns, and achieved the impossible when ExPace, a Chinese space rocket company based in Wuhan, gave itself a super task to sell the rights to launch a rocket on Taobao Live via Viya (薇娅).

Campaign details

Award show: ROI Festival

Award category: Live Video Broadcasts

Award level: Gold

Brand: ExPace, also known as CASIC Rocket Technology Company 

Parent company: China Aerospace Science and Industry Corporation

Industry category: Aerospace

Campaign name: #Viya live rocket sale#

Agency: Qianxun (Hangzhou) Culture Media Co.

Release date: April 2020

Budget: RMB ¥200,000-500,000

Market: China

Background

2020 was an era that opened up new possibilities where 'everything can be livestreamed'. There has always been a lack of financial and technological support for commercial spaceflights. The space market in China was in urgent need...

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