National - Faced with a limited budget to raise awareness for a new candy, Tribal DDB China launched an online creative campaign for Alpenliebe’s latest product which literally plants a tree on users’ desk which grows as they introduce the product to friends. Tribal DDB set up a link to a mini site, http://www.yiyuntianxin.com/, which springboards off the  popular woman’s portal http://www.onlylady.com/. 

Visitors who sign up on the site have a “Creamfills” tree planted on their desktop, which blossoms and, if they send messages to their friends, grows bigger and offers prizes including Swarovski jewellery.

The idea was to create a campaign which was synergistic to the Alpenliebe candy it promotes.