Island Shangri-La Hong Kong

McMug the Red-nosed Reindeer Charity sale

2 December, 2014

  • pic-121220-islandshangrila-01
  • pic-121220-islandshangrila-02
  • pic-121220-islandshangrila-03
  • pic-121220-islandshangrila-04
  • pic-121220-islandshangrila-05


Turn up the volume this Christmas! Island Shangri-La, Hong Kong has once again worked with renowned local illustrator Alice Mak to create “McMug the Red-nosed Reindeer” mini speaker. Proceeds of the charity sale will go directly to Heep Hong Society, service provider of early intervention and education for children with autism and specific learning difficulties.

Island Shangri-La determines to develop an online channel, an eCommerce site to attract people joining this charity event online.


Christmas is all about giving! It would be great if customers can send the “McMug the Red-nosed Reindeer” mini speaker as a Christmas gift. “Surprise Your Friends” become a gimmick to viral out this charity sale.

A user-friendly ecommerce site is the crucial factor to attract public to take action. It should be easily handled and worked upon by customers without any hassels or confusion. Besides, the number of mobile users have been greatly increased in these years and therefore, the site has to be viewable nicely in all mobile devices.


Responsive Web Design
To cater the browsing habit of different users, the site is optimized for different devices. Customers can have their best view whether they are on their computer, tablet or smartphone.

Simple workflow & O2O strategy
After creating an account, only 3 steps are required to finish the whole purchase and redemption process online, including filling the purchase quantity, paying through payment gateway and filling in the redemption details hence. After all, they can redeem the speaker directly at Island Shangri-La. A simple, yet direct work flow would be helpful to stimulate the purchasing incentives.

Surprise Your Friends & SMS redemption notification
Customers can buy the speaker and send as a Christmas gift to their friends. Receiver would receive a SMS from Island Shangri-La as a notification. They can show the SMS with the unique redemption code at the hotel counter as verification.

Viral out via Social Media channel
Facebook share function is allowed after buyers completed the purchasing process so it helps to viral out this campaign in the popular social media platform.


purchases during the 1-month campaign period

unique pageviews in total

shares in Facebook