Brief
The China International Consumer Products Expo 2022 (Hainan Expo), one of the largest consumer product exhibitions in the Asia-Pacific region, made an eagerly anticipated return to the Hainan International Convention and Exhibition Centre in July, attracting over 1,600 brands from 61 countries. Among them was JD, a Chinese retail giant, which again made a splash with a showcase of its activities in sectors including retail, logistics, technology and health.
For the second time running, Pico was appointed to activate JD’s presence, providing overall planning, design and build, interactive multimedia and operation services for a 542 sq. m. indoor-outdoor exhibition.
Insight
The team used a circular design theme to convey the unity between JD’s diverse businesses. The motif also symbolised JD’s continuous innovation and development. Interactive elements such as games and lucky draws further helped the brand stand out whilst engaging the audience and even helping to guide them through 10 different themed zones.
Solution
To encourage customers to visit all of JD’s zones, the team created an H5 exhibition zone mini game. Players were invited to ‘check in’ at each zone with their phone; those who checked in at seven zones gained one chance at the lucky draw, while checking in at all 10 zones rewarded users with two chances.
Other games and performances further differentiated JD’s presence and attracted visitors. One popular example was a ‘shake the screen’ game which compelled visitors to scan a display code to play. Live dance performances and a mascot photo op hyped up the audience while attracting even more from the surrounding area.
