Tmall: A Revelation of Trends

E-commerce website Tmall used a multi-channel campaign to build awareness of its brand upgrade and ignite consumer desire in China.

Campaign details

Brand: TmallBrand owner: AlibabaLead agency: BBDO ChinaCountry: ChinaIndustries: Online retailMedia channels: Cinema, Online video, Outdoor, out-of-home, Social media, Websites & micrositesBudget: 5 - 10 million

Executive summary

In China, e-commerce platforms are increasingly taking on the qualities of 'a big marketplace', thanks to a variety of festivals and promotions. While others stop at satiating consumers' desire for 'what I know I want', e-commerce website Tmall dared itself to reveal to consumers 'what you don't know you want' and launched A Revelation of Trends.

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