DFI, a leading company, recently introduced their revolutionary mobile-first customer rewards club, which brings together their banners and partners under a single unified identity. However, the challenge of launching this initiative quickly and on a large scale required the expertise of an innovative and agile partner. That's when DFI turned to us to manage the entire campaign production process and efficiently collaborate with multiple agencies. Together, we successfully brought to market one of the most significant campaign launches in Hong Kong's history.
Yuu's Omnichannel Launch Strategy & Activation in Hong Kong
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Downloads in the first month
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pieces of POSM collateral were installed
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Stores covered
The Challenge
DFI launched their mobile-first customer rewards club that unified their banners, and partners, under one identity. Challenged by the speed and scale of the launch, they sought an innovative and agile partner to manage the end-to-end campaign production and collaborate efficiently with multiple agencies to bring to market one of the largest campaign launches in Hong Kong.
The Solution
Ideated and delivered full end-to-end campaign production for the launch, including creative concept, master asset design support, artwork adaptation, digital animation, app design and development, POSM design and color management, print management, merchandise sourcing, logistics management, and campaign activation and installation. Provided in-store communication strategies and solutions, identifying key messages and creating master key visuals for BTL communications across 6 banners.
The Results
The launch in July 2020 was one of the biggest campaigns ever seen in Hong Kong. The campaign immediately boosted awareness of Yuu Rewards Club and drove 2 million app downloads within the first month. 19,795,538 pieces of POSM collateral were installed across 1,950 stores with 196 designs and adaptations. Following the successful launch in Hong Kong, Tag also supported the launch and roll-out of Yuu in Singapore along with follow-up campaigns.
Innovating to Impact
The success of Yuu demonstrates how a bold, customer-centric strategy can be amplified by the right blend of creativity, technology, and meticulous execution. Our collaboration with DFI Retail Group serves as a blueprint for how multi-brand initiatives can break through noise, resonate with consumers, and create a sustainable impact in a crowded market. By leveraging advanced digital design, cohesive messaging, and agile production, we effectively activated Yuu as a singular brand with massive presence and appeal.
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