Dentsu Brand Agency / Beijing Dentsu Advertising Co., LTD.

“Kobayashi Pharmaceutical, a Japanese pharmaceutical company, wished to start a campaign to promote the Hadagokochi, an anti-pollution mask, in the online shopping market in China.

In China, monitoring the air pollution level is a daily routine for everyone. But surprisingly, a vast majority of them are unconcerned about protecting themselves with a mask.

We decided to directly promote Kobayashi masks when they monitored the air pollution level. The idea is very simple: the higher the air pollution, the greater the discount on Kobayashi masks!

Air Pollution Discount reacts towards real-time data every minute by detecting your location and displaying the air pollution level around you. It then dispenses a discount coupon for Kobayashi masks, which can be used on Tmall.com, China’s largest e-commerce portal. ”