Air pollution discount

Agency Network: 
January 2017

Air Pollution Discount


In China, the PM 2.5 AQI levels are broadcasted every day and often falls to unhealthy levels. While the figures are worrying, we asked ourselves what we could do to make monitoring the levels less distressing and more entertaining? So we collaborated with Kobayashi Pharmaceutical (a famous fog mask maker) and gamify this behavior to create The World’s First RM2.5 Entertainment; Air Pollution Discount. The idea is very simple: the higher the AQI levels, the greater the mask discounts! The discounts are determined based on your location around China, and you get them when you access the mobile site with your smartphone. Hence, when the AQI levels change every hour, you get different mask discounts all over China!


Digital advertisment created by Dentsu, Japan for Kobayashi, within the category: Pharmaceutical.

Advertising Agency: Dentsu, Japan

Comments (1)

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kleenex's picture
Activity Score 49614

not so sure that is a solid way to sell the product.