Creative Ops

Effie Awards. Category Seasonal marketing. Gold Effie Awards. Category one-time engagement. Silver

AliExpress pioneered the global 11.11 shopping festival, but as competitors crowded the space, the brand needed to reclaim its dominance. To cut through the noise, we launched “The Loudest Sale of the Year” – an interactive in-app activation where users could literally shout into their phones to win rewards, with prizes tied to the volume of their shout. The activation extended beyond digital into the physical world with a special experiential booth placed in high-traffic areas. Much like a photo booth, it invited people to scream, compete, and win prizes on the spot, turning everyday shopping into a live event. Supported by a bold 360° campaign and a high-energy video spot, the initiative created a playful yet powerful reminder of AliExpress’ ownership of 11.11. The results were record-breaking: the campaign reached 12.5M people on November 11th and drove 3M+ in-app shouts, reinforcing AliExpress as the leader of the world’s biggest shopping holiday.