Across 195 outlets, we built life-sized sound studios in the middle of the store. Inside, we recorded the voices of customers telling their parents what they have always wanted to say onto light sensor sound chips.

Next, we packed the sound chips together with their purchase and delivered it to their parents. With that, we turned the humble product packaging into a new form of medium. When their parents opened the package, the sound chips were exposed to light. This triggered automatic playback of their children’s voice expressing words of love.

We filmed the entire process and released it online, where young adults were spending most of their time, whether at work or at home. The topic struck a chord, triggering them to spread it among their social networks. Soon, everyone in China, a society that values the importance of filial piety, was talking about it.

The purchase experience inspired by love made it a meaningful experience. We gave consumers a good reason to visit the store by enhancing the experience on a personal level that carries on through the post-purchase phase. And demonstrated how getting new home appliances for parents is a great way to improve their lives. Most importantly, we showed China that it isn’t that hard to say the words ‘I love you’.