On the eve of the 2014 Mid-Autumn Festival, Premium Car Rental collaborated with well-known mobile internet applications Today’s Headlines and Flight Manager to launch a “Watching the Full Moon Together” Mid-Autumn campaign. Thousands of netizens nationwide participated by leaving messages and sharing their reflections via the Today’s Headlines app, capturing the genuine emotional highlights of four lucky participants—from receiving free flight tickets from Flight Manager and complimentary airport transfers from Premium Car Rental, to navigating airports and being driven in premium vehicles, culminating in the heartwarming surprise of reuniting with their families. In terms of participant engagement and positive feedback, this campaign ranked among the top in Today’s Headlines’ concurrent business promotional activities.
Summarizing the reasons behind the success of this campaign, there were three key contributing factors:
1. Precise Target Audience Positioning
In an era of media fragmentation, one challenge of interactive campaigns is accurately targeting the intended audience. Imprecise targeting often leads to two awkward outcomes: either the company speaks to itself with little audience response, or the audience engages enthusiastically—but not with the intended demographic. This Mid-Autumn campaign specifically targeted young people who are far from home, striving in big cities—precisely the core user group of Premium Car Rental. The alignment between the campaign audience and the brand’s target demographic was seamless, resulting in extremely high reach.
2. Innovative Application of Mobile Media
“Watching the Full Moon Together” did not opt for traditional internet media but boldly embraced mobile platforms, selecting a highly influential mobile application—Today’s Headlines. Premium Car Rental partnered with “Today’s Headlines” and Flight Manager to jointly release campaign information on the “Headlines” platform, while also leveraging the Premium Car Rental WeChat official account to instantly push the campaign details to the target audience. Within just two or three days, the number of participants and “Headlines” likes exceeded 5,000, with nearly 2,000 users saving the content.
3. Innovative and Relatable Public Welfare Campaign Content
Earlier this year, China’s new “Law on the Protection of the Rights and Interests of the Elderly” introduced clauses such as “children should regularly visit their parents.” Government legislation now mandates that children must return home to see their parents every year. While seemingly a regulatory measure born out of necessity, it reflects the profound impact of China’s economic development and social transformation on ethical values. Even as a public welfare initiative, if the content lacks innovation or fails to resonate, it will struggle to gain audience approval. This campaign focused on the theme of family bonds and public goodwill, addressing the emotional “pain points” of consumers by helping them return home and “watch the full moon together with their families.” As a result, the campaign immediately struck a chord with netizens. The nearly 2,000 saves also indicate promising long-term effects for the campaign.
“No matter where you are, always make time to go home.” Companionship is the best way to show filial piety, and Premium Car Rental has always advocated for children to regularly visit their parents. If you missed the Mid-Autumn campaign, don’t worry—the National Day holiday is also an ideal time to return home. With Premium Car Rental’s personalized services such as car rentals and airport transfers, you can certainly fulfill your filial duties more effortlessly and thoughtfully.