Our goal was to find a creative way to utilize the upcoming Chinese Valentine’s Day to help Calvin Klein promote their “lovers” watch to the market. We wanted the campaign to affect as many people as possible and to help deliver the brand message, “LIFE IN THE NOW”. We also wanted the campaign to build brand awareness, drive traffic to stores, and increase sales. Our solution was to use Mega LED screens and mobile phones to attract target consumers, educate them on the CK watch and give them a chance to join the campaign themselves. Consumers could scan the QR code on the Mega LED screen, share a picture of themselves with friends in WeChat, and then win both a free gift from a local store and the chance to have their picture on the Mega LED screen. The client immediately praised the new creativity for its use of the outdoor Mega LED screen.