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Targeting Shenzhen’s biggest businesses for a lesson on thinking creatively, ITTIZ created a push involving red packets, but with a twist.
As part of a new campaign, Shenzhen-based marketing agency, ITTIZ, recently sent out red envelopes—containing United States currency featuring the faces of Chines emperors—to 500 of the city’s largest corporations to include Lenovo, ZTE, Meizu, Huawei, Haier, OPPO, DJI, and others.
Ranging from $1 to $100 in value, the bills were actual notes to which removable stickers of Chinese emperors were attached, covering the original American icon’s image. The purpose of the exercise was to provide a glimpse of what the world could someday resemble if China were to take over.
A date chosen for maximum impact, the roll-out was timed to coincide with the Fourth of July, which is America’s Independence Day. The firm concocted the idea a few months prior to said national holiday. A second such effort, the first was executed in April 2016, and reached 15 million people.
Finding the competitive and comedic aspect of the push appealing, the platform was devised by the brand to instil in businesses across Shenzhen the value of thinking creatively. A collaboration with Global from Asia, each note was customised with the slogan: Are you ready to take over America?
The initiative is expected to reach a wide audience spanning various industries. By tying it in with currency, revenues, and overseas competition, the campaign endeavours to convey the importance of marketing with Chinese companies. A number of the red packet recipients found the approach humorous.
“A lot of the time, there is a large focus on hardware, while the creatives are left out in the cold. We wanted to show that Shenzhen is not only a place for hardware innovation, but also one for innovation on all fronts such as marketing, branding, and design in our case,” said Sean Davis, CEO of ITTIZ.
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