In the face of soaring temperatures, shopping malls across [China] are deploying a rather unconventional marketing tactic: virtual air conditioning via giant digital displays. This summer, as the mercury climbs, several retail locations are turning to visual illusions to provide a semblance of cool relief, effectively creating what some are calling “screen-based chill.”
In Xi’an’s Wuyue Plaza, a digital depiction of a rotating fan now dominates a large screen, captivating passersby with its animated movement. The illusion of a refreshing breeze has been enough to draw attention, offering a brief respite from the scorching heat.
Similar displays are popping up elsewhere. In Shantou, Guangdong Province, social media users shared images of electric fans seemingly “blowing” on outdoor screens at the “Eastern Summit 100” mall.
This trend extends further, as showcased by a mall in Fuqing, where a massive screen proudly displays a giant fan that seems powerful enough to break through the digital confines. “This ‘wind’ is too much!” one observer quipped. The mall’s marketing team explained the motivation: “The weather has been so hot recently, we wanted to give our customers some psychological comfort.”
The innovative concept is further spread through the country, including a mall in Weifang, Shandong, and another in Wuxi, Jiangsu. In Wuxi, the screens even broadcast a live feed of a rotating fan, adding the auditory element of the machine, aiming to enhance the realism of the whole experience for the consumers.
From a business perspective, this novel approach serves a clear purpose: to add some extra traffic to the commercial area using a bit of humor and visual trickery.
The public reaction has been varied, with online commentators chiming in with humorous takes. Some labeled it “abstract” marketing, while others joked about the dangers of catching a digital cold. A few, however, offered a more cynical angle, comparing the experience to the “empty promises” by their senior management.
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/2946.html
