How Mizone Delivered a Remarkable Marketing Result during the Spring Festival Travel Peak

How time flies! The first month of the lunar year has soon elapsed. Spring Festival marketing is also coming to an end. During the Spring Festival period, all brands have struggled to gain more social presence in the marketplace, yet it’s hard to get the attention in such a complex market.  However, among various marketing cases during the festival season, a dark horse came out – Mizone!

How could Mizone do that? Mizone stands out by cooperating with Ubox, the biggest vending machine brand in China. It seized the right opportunity and became the first brand that debut at the airports of Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, etc. They carried out an activity called “Record your best moment and print it out!” People who are waiting for the flights in the departure lounge can buy a bottle of Mizone via vending machine and upload the image according to the tips showed on the phone. Then the user can get the image printed out. It’s not only a good way to kill time while waiting in the lounge but also an easy method to keep your best moment. 

People scrambled for joining the activity after the campaign kicked off, which brought numerous benefits for Mizone, no matter on the aspect of sales or brand reputation.

The Mizone case is wonderful, and it’s time for us to figure out why it could attract so many people during the Spring Festival. Basically, reasons include:

Keep quiet in the noisy surroundings and hit themarketing point

During the Spring Festival period, all people want is to go back to home as soon as possible, and nobody want to be held up even for a second, which means doing marketing during that period would be very difficult. If a marketer still wants to have a try, he must do it in a different way, for example, create quiet moments in the noisy surroundings. Passengers staying in the departure lounge is exactly the scene Mizone is looking for.

For “quiet”, it is mainly reflected in 2 aspects. First, quiet comes from people’s heart. When people come to the airport, they are quite clear about how much time they would stay at the airports, so they feel relatively peaceful and quiet. Second, quiet describes a real situation of the departure lounge. The departure lounge is almost a closed environment and would be immune to the external disturbance.

Therefore, passengers’ fragment time in the departure lounge became a golden chance for Mizone to do a successful marketing.

Meet potential needs and motivate consumers’ engagement

No matter how well you have prepared for the campaign, nobody would get interested if the campaign itself is not compelling enough. It’s no exception that each successful marketing case will somehow meet customers’ certain demand. For instance, Coca Cola used nickname bottle to meet the needs of expressing feelings.

A customized intelligent terminal that can combine function and demand

In this campaign, besides free printing photos, the biggest highlight should be the customized vending machine.

Let’s imagine the situation if we don’t have such an automatic machine: some staff will be there to work as cashiers and the others will be responsible for taking photos and printing them out. Now with the machine, on-site personnel are not necessary and all consumers need to do is to scan the QR code on the machine before uploading the image through WeChat platform.

Precisely locate the target audience to maximize the ROI

If the Mizone case is so successful in almost every aspect, why not put the vending machines in the train station which has a larger stream of people flow?

Here it comes to the topic of precisely locating target audience. As for this campaign, Mizone was targeting white-collar class. There’s no doubt that the airport is a more appropriate place than the train station to launch such a marketing event; besides, it’s always very crowded in the train station during the spring festival travel peak season, which will somehow limit the implementation of the campaign.

Apart from the above, Mizone case also features as a successful event that has maximized the performance with limited investments. Comparing with the costs of traditional TV ads, Internet ads, metro line ads and airport ads, Mizone’s investment in this campaign is really cost-efficient and the result is beyond expectation. All advertisers wish to see a strong social presence of their ads, to have more participants, to gain interaction and better reputation. Mizone delivers a remarkable marketing result simply by making full use of the customized vending machines, and this is what brands should take into serious consideration.