Juhuasuan Activates Beijing 2022 Partnership Via Family-Focused Skiing TVC & Online Winter Olympic Games

On 4 January, a month ahead of the start of the Winter Olympics, Juhuasuan (a marketing platform for Alibaba Group) leveraged its parent company’s status as an official IOC partner and a sponsor of Beijing 2022 via an integrated ‘Happy gathering Winter Olympics’ campaign called ‘When I Think Of Skiing, I Think Of You’ which subtly links to the upcoming Olympics.

Juhuasuan, the official e-commerce partner for the Beijing Games, debuted the hero spot (click to view) on Weibo where it generated more than 20.3m views in its first week.

The hero film featured a series of short stories of family gatherings and reunions during winter and both links to family festive gatherings in ski resorts and it also dovetails with the Chinese New Year – which is a time for family gatherings across the country. It also engages consumer emotion around family get-togethers and during the pandemic so many families across the country have not been able to be together.

https://m.weibo.cn/status/4721861008556285

As well as the hero video, the activation also saw Juhuasuan roll out OOH executions and also design a set of Winter Olympic themed games on its web pages on the Taobao APP (Juhuasuan operates its own section on the Taobao APP).

Seven Winter Olympic sports – including skiing and ice hockey – are included in the games and engagement, play and stickiness are incentivised by offering users a chance to win Red Packets (a Chinese New Year tradition whereby money is put inside red envelopes and given to younger generations) by playing the games on Juhuasuan’s webpage.

This led to a 17% increase in time spent on the Juhuasuan website three days after the campaign launch.

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It also runs simultaneously with parent company Alibaba’s own Beijing 2022 activation which includes its ‘Make Every Day Of Your Life Shine’ campaign.