Case Study: Eleme and Koubei Restart 2020

Restarting 2020 to a world free of coronavirus is a dream among many across the world right now.

Chinese food delivery platforms Eleme and Koubei played on this sentiment with their “Restart 2020” campaign. Launched in April during China’s recovery from COVID-19, it aimed to bring happiness back into people’s lives through discounts and promotions on their delivery platforms.

Both Eleme and Koubei are operated by Alibaba Group and merged in 2018 to form a combined unit of online delivery services; however, they still operate under their separate brand names:

  • Eleme 饿了么, which translates to “hungry now?”, is the largest food delivery service in China with 130 million users and 53% of the market share in 2019.
  • Koubei 口碑 targets local e-commerce through the delivery of fresh food and lifestyle goods.

Due to the COVID-19 outbreak, Chinese people faced weeks of quarantine at home and the accompanying hardships financial worries, health concerns and feelings of frustration, loneliness and anxiety.

Eleme and Koubei wanted to release the stresses and strains of their Chinese consumers through their latest cutting-edge and creative campaign – Restart your 2020.

Eleme and Koubei provided price cuts and coupons to attract consumers to their platforms. As long as users entered the campaign slogan “Restart2020” when placing their order, they could receive considerable discounts off their total bill. Eleme and Koubei produced a futuristic promotional video which shows a man ordering a delivery from Eleme that allows him to rewind back to the start of 2020. The video ends with the slogan:

My happiness is returning 

我的快乐又回来了

……

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