Meituan-Dianping is mostly known to the Chinese public as a group buying platform for food delivery services, consumer products and retail services.
To connect its commercial universe with potential customers, the company conceived an event called ‘Dianping Family Carnival’ that would combine education, entertainment and interactivity into a communicative parent-child experience. Pico was selected to execute the concept, including event planning, fabrication, brand image building and operational management. The event – themed ‘Love and Companionship’ – would bring participating businesses a powerful opportunity to go offline and up close and personal with their target audience.
Creative and execution
As delivered, the event took shape as a five-day event at the Shanghai World Expo Exhibition and Convention Center. It was broadly organized into five ‘planet’ zones, each with its own themed content inviting participants to explore their creativity, curiosity, imagination, culture and communication capability.
Décor included planets and stars to reinforce the motif, with a colour scheme of bright oranges, yellows and purples lending energy to the environment. By extending the scheme all the way to the various booths and collaterals, the whole event gained a brand-building visual consistency.
Reflecting the comprehensively detailed approach of the team, child safety was a paramount consideration from the planning stage all the way through to the event’s actual on-site operation. Sufficient manpower was arranged to ensure safety over the course of the event.
With the team’s assistance in overall operational management, exhibitors at the event devised their own activities to engage parents and children. Among others, they included a LEGO corner, Go games, various sports, music and dance activities. Others were designed to make learning fun, on subjects such as English and Science.
In an ‘event within the event’ hosted by Meituan-Dianping and its public welfare platform and designed and operated by Pico, more than a thousand parents vowed to interact with their children for at least 30 minutes per day, leaving their palm prints on a wall to seal the promise.