DFI Retail Group promotes eCommerce offerings with figurines

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Right after its launch of eCommerce service offerings "yuu to me", DFI Retail Group has rolled out yet another campaign with four videos showcasing the features of the latest service addition. The mini-series features actresses Lee Sze-kee and Grace Wong, actor Law Kar-ying, boxer Rex Tso and Mannings Cat, the mascot of its brand Mannings, as action figures in the “Incredible Alliance”. The group said the latest campaign combines humour with liveliness.

With the help of a local creative team, the latest campaign has spent over 2,100 hours ideating and creating four whimsical miniature sets tailored to each character, including Law's performance in movie From Beijing with Love. All four videos will be airdropped directly to its loyalty programme yuu’s four million members through the app as surprises.

DFI Retail Group added that each character featured in this programme introduces a HK$88 special combo set shown at the end of each video, enabling the members of "yuu" to order.

The group added that using custom-made miniature videos is uncommon in Hong Kong due to its time-consuming process, in addition to the expertise in crafting miniature characters, accessories and sets. To tap into this format, the company has collaborated with the agency Kids & Dogs and spent over 90 days producing four whimsical and fully accessorised sets – all in figurine style.

“Today’s consumers want constant surprises and rewards, which are not just limited to the material ones but also in terms of content and how we connect with them," said Ronald Wong, vice president - brand, digital and social marketing at yuu.

"What makes this campaign truly special is that it features a production methodology that is rarely explored in Hong Kong. It is also an extension of yuu to me’s city-wide campaign launched just two weeks ago. In addition, it highlights some of Hong Kong’s favourite celebrities as figurines in instantly recognisable settings, creating a memorable and emotional connection with our customers," he added.

DFI Retail Group launched "yuu to me" builds on the diversity of its brands and variety of products. By using the yuu app, members can shop at supermarkets Wellcome and Market Place, personal care product chain Mannings, and convenience store chain 7-Eleven, to name a few. More than 30,000 items are available at launch, while "yuu to me" will also expand the number of categories and items available in the future.

In addition, "yuu to me" is directly connected to the eCommerce platforms of IKEA, KFC, Pizza Hut, Maxim’s Cakes and Arome Bakery. Currently, a total of 150 stores consisting of the brands of Wellcome, Market Place and 7-Eleven are now offering both online and offline services. Moving forward, Wong said the group will increase the number of stores offering similar services.

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