Kijiji China conducted its first activity in Beijing on July 12, 2005, which titled ?°Volunteers in Action: Guiding the Street Posters to Kijiji??. This activity was to call for volunteers to clean street posters with guidance to people by posting information to Kijiji.

The event attracted more than 80 volunteers from universities in Beijing to participate in the action. Separated into four teams, volunteers ride bicycles along four main streets in Beijing to clean street posters, collect information from posters, and send mobile messages of Kijiji introduction to poster owners.

To fully leverage this opportunity, a press meeting was held in the morning on the event day of July 12, 2005 to maximize media visibility in a bid to promote the brand name of Kijiji. With the purpose of fostering extensive media relations and promote brand name of Kijiji among the public in the capital city, this event carefully prepared and successfully conducted within a short period of time. More importantly, it successfully disseminated information on Kijiji and its messages, as well as the latest news on its activities via the media to Kijiji??s target audiences throughout China.

Conclusions

Thanks to the strong teamwork between Kijiji and SCC, the event concluded in great success. Feedback from volunteers, public on the street and the attended media affirmed that this event served the purpose of promoting Kijiji in an attractive way, as well as providing an excellent opportunity and platform for Kijiji to gain media visibility and exposure in the China market.

A total of 25 clippings were generated as end of July 2005, in which 7 from printed media, 3 TVs and broadcasting stations, 15 resulted from the extensive on-lines.