Tmall.com designs a quirky, low cost campaign to sell fruit to Chinese consumers
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A tantalising offer Image: Tmall |
Tmall’s official Weibo account released the news that “2015 Apple’s new release, once again will change the world”.
The account then broke the news that the “mysterious new 2015 shock launch” would unveil an “unbelievable, unusual and unique new product” if the users would just click on the link…
Much to the surprise and delight of many users the new product was not a shiny new piece of electronic technology, but actually a crisp red apple from New Zealand known as the Rose Queen.
Tmall started a promotional campaign for 10,000 packs of six for just 19 yuan ($3) which then increased to 39 yuan ($6). Scarcity help drive demand and bump the apples up Tmall’s popular item list, which in turn raised awareness and boosted more sales.
Feedback across social media was also positive, with consumers appreciating the comparative affordability of the fruit and also the clever marketing. So as not to disappoint, the company placed the apples in sleek white packaging reminiscent of Apple design.