In September 2021 Dicos marked its 25th year with a celebration across 3,000 stores. The project used outside brand attention, and tried more precise messages in stores and in private online channels.
The anniversary key visual ran online and offline. Posters for 25 cities warmed up private channels, and a mini-game, “Light Up 25 Cities”, was released to recruit members and send them to the member store. Online channel UI was updated at the same time.
Moments and WeChat groups carried the anniversary message. The line running through it is “一心为你”.
- 3,000
- Anniversary stores
- 25
- Cities with digital posters
