Exclusive: Globuy launches O2O summer activation in Hainan

Globuy is bringing summer fun to shoppers at GDF Plaza
The high-profile activation features exclusive prizes, photo-opportunities and free drinks

CHINA. Chinese consumer platform Globuy has launched an omnichannel activation called ‘Hainan Journey with Globuy’. The activation represents online specialist Globuy’s offline debut.

The campaign combines vibrant retailtainment, digital gamification and exclusive gifts. It underlines Globuy’s focus on the travel retail channel and deepens its partnership with all Hainan duty free retailers.

On 9 August, Globuy and GDF Plaza unveiled the ‘Hainan Journey with Globuy’ pop-up. The animation features vibrant summer-themed décor including a palm tree and surfboard, transporting shoppers to the sunny beaches of Hainan. It will run until the end of September.

The ‘Hainan Journey with Globuy’ animation features three main areas. The main activity zone serves as a photo opportunity for travellers, while the engagement area is a showcase for brands, exclusive experiences, interactive games, a skincare mini spa, tasting events and makeup trials. The brand zone was designed to help brands run multiple touchpoints. Here, brands can engage and educate more customers about their latest products, via sampling trials  and digital engagement.

The glamping area was launched in partnership with local café Joshcamp and serves discounted drinks for visitors.

Shoppers can win special prizes from different brands at GDF Plaza

Divided into three main areas, the animation combines retailtainment, digital gamification and interactive events

Through the animation, Globuy deepens its partnerships with different Hainan retailers. The pop-up allows the retailers to reach more travellers, drive brand exposure and conversion both online and offline.

At the pop-up, participants must complete seven tasks to unlock different medals and win a range of exclusive prizes.

Once completed, participants can win prizes such as Hainan flight tickets and hotel reimbursement up to RMB4,999 (US$741), duty free shopping reimbursement up to RMB4,999, special gifts with purchase, online coupons and selected Globuy gifts.

Participants can search  Globuy’s WeChat Mini Programme to receive real-time information and tips to complete the tasks as well duty free shopping tips and helpful guides about different retailers’ malls.

In addition, the WeChat Mini Program will broadcast the livestream of all the major duty free stores in Hainan from GDF Plaza to the CDF Mall, CNSC Offshore Duty Free Store, Hainan Tourism Duty Free Shopping Complex (HTDF) and the Times DF x DFS store at Haikou Mission Hills.

Travellers enjoyed refreshments, courtesy of Joshcamp, at the glamping section
They also enjoyed taking commemorative photos at the pop-up
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Globuy is also broadcasting a special livestream visit to all the major Hainan downtown duty free stores, giving its audience a glimpse of Hainan before their visit. The O2O activation will help drive traffic from Globuy’s 800,000 follower-strong platform to the pop-up and to the retailer’s various brand counters.

The campaign was designed to reach Hainan travellers at various touchpoints during their trip, encourage conversion in stores and give travellers access to various customer benefits offered by Globuy.

According to Globuy, the Hainan Journey with Globuy pop-up will soon roll out further in Hainan once the current COVID-19 outbreak on the island eases.

Globuy, well-established in its mission to become ‘the KOL of Chinese travel retail,’ has 800,000 followers and an average monthly audience of 1.5 million views for its WeChat social media platform promoting new launches, product availability, promotions, and special offers. Globuy is an information-sharing partner of The Moodie Davitt Report.

(Above and below) The animation was supported by a virtual experience that led travellers through the different downtown duty free malls in Hainan

In June The Moodie Davitt Report launched a new quarterly eZine called The Moodie Davitt China Travel Retail Report. The cover story is dedicated to China Tourism Group. Click on the image to read the bi-lingual title. The next edition will be published in October. Please email Kristyn@MoodieDavittReport.com for a free first year subscription.

Note: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.

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