Background
In 2020, challenges such as the pandemic and floods made people yearn for reunion even more. Guizhou Xijiu seized the opportunity of the Mid-Autumn Festival and National Day falling on the same day, launching the 'Mid-Autumn Night · Drink Xijiu' online marketing campaign under the theme 'Rivers and Mountains Under the Same Moon'. E-SENSE, as an integrated overseas communication service provider, was responsible for the full planning and execution of the campaign.
Core Information
The campaign consisted of online and offline parts. Online, the 'National Lantern Blessing' activity was launched on September 21, allowing users to send blessings to family, heroes, and the country. By September 30, participation exceeded 1 million. Offline, from September 30 to October 1, the 'Most Beautiful Moon Viewing Trip' was held at Pingtang Astronomical Town in Guizhou. Guests climbed high to overlook the FAST telescope and listen to the sounds of the universe. At the dinner, a light show titled 'Blooming Flowers and Full Moon' kicked off the event, with performances by singer Meng Ran and Yan Zehuan, who also sang the public welfare theme song 'Let Dreams Grow'. A 'Lantern Blessing' ceremony was held, where a giant blessing lantern lit up, carrying wishes. Wang Qiming, a researcher from the National Astronomical Observatories of the Chinese Academy of Sciences, attended the event, paying tribute to 'Father of FAST' Nan Rendong and ordinary heroes, emphasizing that Xijiu's craftsmanship spirit aligns with the national megaproject.
Related Services
E-SENSE provided full planning, online marketing, brand PR communication, and brand communication services for this project. Specific services included: online interactive activity planning and execution, offline event coordination, media communication, content planning (such as the blessing lantern H5 and activity special page), and integrated communication strategy to ensure effective exposure of the campaign on domestic and international media channels.
Industry Insights
In 2020, the Mid-Autumn Festival and National Day fell on the same day. Brands leveraging holiday marketing need to balance emotional resonance and social value. Through the 'Blessing Lantern' interaction and the 'Tribute to Heroes' theme, Xijiu combined brand culture with patriotic sentiments, enhancing brand warmth and strengthening consumer recognition of 'Mid-Autumn Night · Drink Xijiu'. Such integrated marketing campaigns are particularly suitable for liquor and consumer goods brands aiming to deepen brand culture and build emotional connections with consumers.
Summary
E-SENSE assisted Guizhou Xijiu in its 2020 'Mid-Autumn Night · Drink Xijiu' online marketing campaign, themed 'Rivers and Mountains Under the Same Moon'. Through online blessing lantern interactions (over 1 million participants) and offline 'Most Beautiful Moon Viewing Trip' (including FAST visit, dinner, and blessing lantern ceremony), the campaign successfully conveyed the brand's wishes for family reunion and national unity, strengthening Xijiu's 'Junpin Culture' and craftsmanship spirit. E-SENSE provided full planning and communication services, achieving a dual enhancement of brand visibility and emotional value.