Calvin Klein: CK Qixi Festival

  • Challenge

    Increasing in-store sales for Calvin Klein’s new 'lovers' wristwatch while staying true to the brand message, “LIFE IN THE NOW.”

  • Solution

    Leveraging today’s selfie craze with the concept of PDA (public displays of affection), Kinetic captured the attention of consumers on Qixi, the Chinese Valentine’s Day. By using WeChat to scan a giant QR code displayed on a Mega LED screen, passers-by could then upload a couple selfie on WeChat for a chance to both appear on the screen, becoming themselves the main attraction, and win rewards at nearby stores.

  • Result

    After just one hour, 808 people scanned the QR code and 504 uploaded the photo with over 76 photos shown on the LED screen. Our work drove a 50% increase in year-over-year sales volume and was featured as one of The Drum’s top Chinese campaigns of 2016.