How T-Mall turned China's Singles Day into the world's biggest e-commerce event
Tessa Thorniley
Client: T-Mall (owned by Alibaba) Agency: DDB China Group Campaign: Singles Day Market: ChinaWhat started off in the 1990s as a bit of fun to celebrate single life among university students in the southern town of Nanjing has become China's biggest retail day of the year.
Singles Day, held on November 11 (11/11), may have started off as a celebration of bachelorhood with parties, dating events and karaoke sessions, but it has since become a...