In China, the PM 2.5 AQI levels are broadcasted every day and often falls to unhealthy levels. While the figures are worrying, we asked ourselves what we could do to make monitoring the levels less distressing and more entertaining? So we collaborated with Kobayashi Pharmaceutical (a famous fog mask maker) and gamify this behavior to create The World’s First RM2.5 Entertainment; Air Pollution Discount. The idea is very simple: the higher the AQI levels, the greater the mask discounts! The discounts are determined based on your location around China, and you get them when you access the mobile site with your smartphone. Hence, when the AQI levels change every hour, you get different mask discounts all over China!
This professional campaign titled 'Air pollution discount' was published in Japan in January, 2017. It was created for the brand: Kobayashi, by ad agency: Dentsu. This Digital medium campaign is related to the Pharmaceutical industry and contains 1 media asset. It was submitted about 7 years ago.
Advertising Agency: Dentsu, Japan