Brilliant & Million Launches ‘Brand Shifting NFT’ Campaign For Leading Thai Retailer Lotus – Campaign Brief Asia

Brilliant & Million has introduced the first ever ‘Brand Shifting NFT’ campaign for retailer Lotus. The unique collection of one-of-a-kind NFTs from the leading retail brand in Thailand can be used for a variety of purposes.

Lotus has faced a big challenge lately in capturing the attention of the younger generation who spend most of their time in the online ecosystem. So the aim of this campaign was to encourage them to download and use the new mobile application created by Lotus. Traditional tactics such as gift cards are no longer effective – and the key to success is to offer what this younger audience is already interested in and adapt to their digital lifestyle through online marketing, social media campaigns and e-commerce services. However, it was not easy. Lotus had to find new ways to differentiate itself in the digital world and cater to the ever-changing preferences of the younger generation to remain relevant and competitive.

As NFT collection grows in popularity in the country and around the world, this campaign offered not just a piece of digital art, but a permanent record of digital data for blockchain enthusiasts.

These NFTs can also be used as profile pictures and serve as a way for customers to connect and engage with the brand on platforms like Discord.

This campaign took gifting to the next level, offering a long-lasting, valuable asset that creates a deeper connection with the target audience, especially the younger generation.

The campaign focused on providing exclusive benefits to the younger generation through Lotus’s mobile application. The campaign designed our ecosystem to match the behaviors and interests of this demographic, exploring new frontiers for the brand like Discord, Twitch and Twitter in blockchain and NFT conversations. By integrating these platforms, the campaign created a seamless brand experience in the everyday lives of the target audience. NFTs are not only limited to digital art, but also act as identifiers that allow users to connect with the brand and receive benefits while holding them. The ultimate goal was to drive engagement with Lotus’ mobile application, encouraging users to register, use and make purchases through the app.

Brilliant & Million encouraged the younger audience to unlock a world of unique and personalized benefits with a 2-week daily NFT challenge. They had to visit the mobile app daily to get a code and claim a unique NFT, designed to represent the key features of the Lotus app. With unique collectible NFT designs, every person had the chance to own a piece of digital art that leverages the latest technology to deliver value to their customers. Each NFT was created by mixing and matching over 100 different elements, to ensure that no two designs were alike. But the excitement didn’t stop there – hidden amongst the NFTs were rare items, providing an extra level of excitement for die-hard collectors, further driving them to join the retail conversation and discover the world of NFTs with Lotus’s.

The campaign produced incredible results. Brilliant & Million saw complete redemption of codes within just 4 minutes every day. They generated reach of over 10 million people – an incremental increase of 3 million unique new members and application downloads within 2 months, resulting in a 95% unique new member rate. It propelled their application to the top of the charts, surpassing popular apps like TikTok and Facebook. With a 225% increase in app usage, they expanded awareness of their brand and campaign to a wider range of targets and communities, and also sparked a trend of fan art from NFT artists, with more than 500 pieces created. The campaign generated conversation both in Thailand and internationally, becoming a case study in the cryptocurrency and metaverse communities. It was even picked up by international media, including a mention at the NFT NYC 2022 event in NYC.

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