On the eve of the Mid-Autumn Festival in 2014, Premium Car Rental, in collaboration with popular mobile internet applications Today’s Headlines and Flight Manager, launched a Mid-Autumn campaign titled “Accompany You to Watch the Full Moon.” Thousands of netizens across the country participated by leaving messages and sharing their thoughts on the Today’s Headlines app, documenting the genuine and touching moments of four lucky participants—from receiving free flight tickets from Flight Manager and complimentary airport transfers from Premium Car Rental, to navigating the airport and being driven by a private car, culminating in the heartwarming surprise of appearing before their families. Judging by both the level of public participation 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 main contributing factors:
1. Precise Targeting of the Audience
In the 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 talks to itself while the audience remains indifferent, or the audience responds enthusiastically but isn’t the brand’s desired demographic. This Mid-Autumn campaign, however, was aimed at young migrants who are far from home and striving in big cities—precisely the core user group of Premium Car Rental. The alignment between the campaign’s target audience and the brand’s core users was seamless, resulting in an exceptionally high reach rate.
2. Innovative Use of Mobile Media
Instead of relying on traditional internet media, “Accompany You to Watch the Full Moon” boldly adopted mobile platforms, selecting a highly influential mobile application—Today’s Headlines. Premium Car Rental partnered with Today’s Headlines and Flight Manager to release campaign information on the “Headlines” platform, and in conjunction with the Premium Car Rental WeChat official account, promptly pushed 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 saves.
3. Innovative and Relatable Public Welfare Campaign Content
Earlier this year, China’s newly revised “Law on the Protection of the Rights and Interests of the Elderly” included provisions such as “children should regularly visit their parents.” Government legislation mandating that children must return home to see their parents every year may seem like a reluctant regulation, but it actually reflects the profound impact of China’s economic development and social transformation on human relationships and ethics. Even as a public welfare campaign, if the content lacks innovation or fails to resonate with the public, it will struggle to gain acceptance. This campaign focused on the theme of family and public welfare, addressing the emotional “pain points” of consumers by helping them return home and “watch the full moon with their families.” As a result, the campaign immediately struck a chord with netizens upon its launch. The nearly 2,000 saves also indicate that the long-term impact of this campaign is highly promising.
“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 out on the Mid-Autumn campaign, don’t worry—the National Day holiday is also an ideal time to return home and see your family. With Premium Car Rental’s personalized services such as car rentals and airport transfers, you can definitely fulfill your duty of honoring your parents more conveniently and thoughtfully.