We invited our audience to engage with a 360 degree virtual car exhibition on mobile, allowing exploration of smart’s fine design elements, encouraging posting and sharing on WeChat.

We offered pre-registration, with a 999 RMB deposit, using WeChat’s digital wallet before the online sale.

On April 14th, targeted display ads and WeChat push-messages functioned as reminders and triggers. Pre-registered users could buy the smart BoConcept car with only one click.

To enable offline conversion, we ensured that leads from the platform were provided to the dealers, who followed up the leads within 24 hours with invitations to visit the dealership.

On April 14th 2014, the 388 BoConcept Limited Edition smart cars were sold out less than 3 minutes after the sale went live.

This represented a campaign ROI of 53:1, and in the process we created China’s first mobile commerce campaign.

The campaign generated more for the brand than just these immediate sales with over 6,600 sales lead collected within the week. Of these leads, 25% placed a deposit within 24 hours.

670,000 potential customers engaged with the online “virtual car exhibition” which generated over 17 million reposts on WeChat.

Significant earned media was generated with over 30 mainstream and vertical sites covering the campaign.

The campaign generated a total offline sales increase of 23% year-on-year in April 2014.