Background
In 2020, challenges such as the pandemic and floods made the Chinese people yearn for reunion more than ever. Guizhou Xijiu, under the theme "Rivers and Moon Unite, Mountains and Valleys Share the Intoxication," launched the "Mid-Autumn Night · Drink Xijiu" series of events during the Mid-Autumn Festival and National Day holiday, paying tribute to ordinary heroes and conveying feelings of family and country. E-SENSE, as an integrated overseas brand communication service provider, was responsible for the overall planning, full-web marketing, and brand PR communication of this campaign.
Core Information
The campaign consisted of online and offline components. Online, a nationwide lantern blessing activity was launched on September 21, attracting over 1 million participants by September 30, who expressed their wishes for family, heroes, and the nation. Offline, the "Most Beautiful Moon-Viewing Tour" was held on September 30 at the Pingtang Astronomy Town, where guests ascended to overlook China's 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 evening. Original musicians Meng Ran and Yan Zehuan, folk singer Huang Chunyan, and Miao ethnic flower Ou Sang performed on stage. Meng Ran sang "Youth" to honor anti-epidemic heroes and performed Xijiu's public welfare theme song "Let Dreams Grow" with Yan Zehuan. A "Release" mountain-and-river blessing lantern ceremony was held, where a giant blessing lantern lit up, carrying blessings from both online and offline participants. Wang Qiming, a researcher at the National Astronomical Observatories of the Chinese Academy of Sciences and chief technologist of the FAST telescope, attended the event, paying tribute to FAST's father Nan Rendong and countless scientists and ordinary heroes, while expressing his love for Guizhou.
Related Services
E-SENSE provided integrated overseas communication, international PR, media communication, content planning, and brand globalization communication services for this project. Specific services included: overall planning (online blessing lantern interaction, offline moon-viewing tour design), full-web marketing (multi-channel dissemination of event information), brand PR communication (media and KOL invitations, press release distribution), and content planning (event theme, visual design, program arrangement).
Industry Insights
In the special environment of 2020, it became a trend for brands to build deep connections with consumers through emotional resonance. Xijiu, with its core message of "paying tribute to ordinary heroes" and combining Mid-Autumn reunion with feelings of family and country, successfully sparked widespread participation. The campaign elevated the brand by associating it with a national mega-project (FAST telescope). E-SENSE believes that brand globalization communication requires localized emotional expression, integrating brand stories into local cultural contexts to achieve effective communication.
Summary
E-SENSE orchestrated the 2020 "Mid-Autumn Night · Drink Xijiu" full-web marketing campaign for Guizhou Xijiu. Through an online blessing lantern activity (over 1 million participants) and an offline "Most Beautiful Moon-Viewing Tour" (including FAST telescope visit, concert, and blessing lantern ceremony), the campaign successfully conveyed the brand's feelings of family and country. The event received recognition from experts at the Chinese Academy of Sciences and the public, strengthening Xijiu's "Gentleman's Character" brand image. E-SENSE's expertise in integrated overseas communication, international PR, media communication, and content planning helped the brand achieve emotional resonance with consumers.