EVERY GIFT IS A STORY

A friend told me that he was going to learn how to make tea in the proper way.
I knew he liked Zisha teapots, so I bought one and gave it to him as a surprise gift.
The other day he came to me and clearly seemed a bit embarrassed.
“I was so nervous holding your teapot,” he told me.
“I dropped it on the floor and it smashed. I’m so sorry.”

I was touched to see how upset he was and so I said, “It’s OK.
When I saw how delighted you were with the teapot I knew I’d got you the right gift.
Even if you broke the teapot you couldn't take away the joy I felt in giving it to you.
And now I can buy you another one and feel happy all over again. Isn’t that nice?”

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EVERY GIFT IS A STORY

Kamfan2014

BACKGROUND

Christmas is a big festival in Hong Kong and most Hongkongers give gifts to their friends and relatives. But the custom is becoming more and more commercialised. The true purpose and joy of giving a gift is being lost. And retail marketing…


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BACKGROUND

Christmas is a big festival in Hong Kong and most Hongkongers give gifts to their friends and relatives. But the custom is becoming more and more commercialised. The true purpose and joy of giving a gift is being lost. And retail marketing campaigns simply focus on getting people to spend more money on their gifts.

INSIGHT

Although people are responding to the seduction of the retail messaging and choosing more expensive gifts to ‘demonstrate’ their love, many people - both givers and receivers - feel increasingly disconnected from the gifts. They miss the warmth and emotion of giving a gift. They want their gifts to have more meaning.

IDEA

We wanted to reconnect people with the love and joy of giving gifts. So we encouraged people to share their most touching gift stories and promised to share the warmest stories with the public through different channels.

We received a tremendous response and adapted 42 gift stories into 42 radio plays, each performed by famous local DJs. Every day we launched a new story on air and on the campaign web site. We also adapted the stories into print ads, bus seatback stickers and screen savers to spread the love behind gifts across the city.

After engaging with the stories, people could receive special shopping offers,encouraging them to pick a truly meaningful gift for their loved ones.

RESULT

The campaign touched people deeply and truly resonated with the public. People rushed to share their feelings. Almost 900,000 people visited the Campaign website. Celebrities and netizens shared their own gift stories on social media, and encouraged people to trust their inner feelings and reconsider the true meaning of giving gifts.

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