For JD, the growing millennial and Gen Z domination of the consumer market means a younger generation is a key market segment for their mobile phones. With this concert at Chongqing University in September, JD used the universal language of music to get its message across to an audience of up-and-coming thinkers.
As well as music, the event included a range of activities to help the audience engage with JD mobile phones and connect with the brand in general. Pico was entrusted to provide event management, design, execution and promotion services.
The choice of venue was particularly apt, as the brand offers a range of products and personalised services with great potential appeal among tech-savvy modern students. Meanwhile, the event’s musical basis would make the audience-product/brand connection deeply emotional and magnify the impact of JD in the younger generation.
Scheduled for the first month of a new academic year, the team promoted the event through multiple channels. Those selected included platforms especially popular among the target audience, such as student social media groups, campus bulletin boards, and meeting places like dormitories and canteens.
The event programme itself was finely honed to attract students, with a concert featuring popular bands, fan interaction and photo sessions, and lucky draws. Balancing the sheer excitement and interactivity of the event with safety, Pico took careful measures to ensure social distancing was maintained between participants.