The Group project for Shanghai Tiange Group did not start from an unusual place: a product or service that was already good in its own track, yet could never explain itself clearly. "Scratch & Win, Grab Red Envelopes" — turning campaign mechanics into user-driven sharing. — Results like these are never bought with more advertising; they come from getting the words right once.
We made every campaign more than an announcement — a long-term conversation users want to join.
Nurturing relationships costs less than chasing new users constantly; being remembered is what keeps you irreplaceable.
今天回看，这个项目最值得说的不是某个创意，而是上海市天歌集团终于拥有了一句属于自己的方言：在不同触点里反复出现、且始终一致。这正是我们做品牌最在意的——让表达，成为资产。