The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
MengNiu ----Nest compass Mini program
During the 2018 Spring Festival，Mengniu Pure Milk developed a virtual compass, named "Nest Compass". Neither pointing north nor south, it always pointed home. Using the Compass, consumers could see the distance away from home, and could also exchange the “distance” to corresponding purchase discount. This campaign successfully solved the major problems that Mengniu Pure Milk’s lack of the role in the festival market, and overstock product in the off-season market.
Brand: MengNiu Milk