Press Release

European integrated campaign launched to celebrate the 11.11 Global Shopping Festival

London, 2nd of November 2017-

Digital Production Company UNIT9 and AliExpress partner up, announcing the launch of a new integrated European marketing campaign developed to highlight the 11.11. Global Shopping Festival. Also known as Single’s Day, the 11.11 Global Shopping Festival has evolved from a 24-hour online sale into a 24-day festival season celebrated both online and offline. The campaign is meant to promote “11.11” as THE WORLD’S BIGGEST SHOPPING FESTIVAL. It also hope to encourage the viewers to discover THE MOST EXCITING DEALS OF THE YEAR on AliExpress by engaging them with the campaign message of “Live Life To The Fullest”.

The campaign combines AliExpress’ first ever international TV commercial with a street art graffiti enhanced by augmented reality AR, AR is turning the traditional graffiti into virtue artwork. The AR graffiti art is located in Shoreditch and small graffiti around London, designed to connect with young professionals, uses cutting edge 3D graphics and AR technology to enhance the graffiti art for the viewer.

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The TV commercial debuts on major national TV stations in The Netherlands, Spain and Russia from October 29th. Seven different languages and versions including English, Russian, Spanish, French, Dutch, Hebrew and Portuguese, will also been shown across social media platforms in the run up to this year’s 11.11 Global Shopping Festival. 

The Global Shopping Festival was born in the 90s in China as “Single’s Day”, bringing together young, singles as an “Anti-Valentine's Day” celebration. In 2009 Alibaba expanded it into a special promotional day, by offering retailer discounts prior to the traditional Chinese New Year celebrations.

C
Cody Stallard is a Community Manager at The Wholesale Forums.

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