Tencent: Tencent

Credits & Description:

Company Entering : Tencent, Shenzhen
Brand : Tencent
Advertiser : Tencent
Agency : Tencent, Shenzhen
Executive Creative Director : Akae Wang
Copywriter : Zita Zou
Art Director : Ivy Huang/dong Xie
Account Director : Cicy Li/kai Yang
Account Manager : Rain Yue/hui Wang
Strategic Planning Director : Cicy Li
Marketing Communication Director : Cicy Li
Film Production Company : Tencent, Shenzhen
Director : Akae Wang
Cinematographer : Dong Xie
Gaffer : Ivy Huang
Editor : Dong Xie
Colorist : Ivy Huang
Flame Artist : Dong Xie/ivy Huang
Visual Effects : Dong Xie
Animator : Dong Xie
Computer Artist : Ivy Huang
Sound Designer : Dong Xie
Print Production Company : Posterscope, Beijing
Campaign summary :
Tthe purpose is to help learning disabled voice their identity, and support their charitable foundation to raise 15 million rmb worth of philanthropic funds. The strategy: we created a html5 digital gallery of artwork of 36 general learning disabled individuals. Users were able to engage these individuals by spending 1 rmb using wechat pay to purchase their painting. On the same day we urged every wechat user to donate their “moment”and frame this painting on their social space, linking public care into a continuing digital gallery. The html5 has successfully raised 15 million yuan fund within only 5 hours. The total number of clicks has reached 41.83 million. More than one hundred medias join the report, and the campaigned has been listed in 2017’s 10 most influential events.
The brief :
The general learning disabled, due to lack of social interaction, are often neglected and forgotten. Can the power of technology bring equality to this community, help them voice their identity, and support their charitable foundation to raise 15 million rmb worth of philanthropic funds.
The strategy :
Initiate an influential social campaign on social media, to help autistic children to get attention and fund-raising.
The execution/the execution & craft :
We created a digital gallery to show the artwork of 36 general learning disabled individuals on an html5 page. Users were able to engage these individuals by spending 1 rmb through wechat pay to purchase their painting. On the same day we advocated every wechat user to frame this painting on their social space. By linking the paintings on social media, a continuous digital gallery was generated.
The result :
1. 15 million rmb fund-raising is completed within only 5 hours. 2. The total number of clicks reached 41.83 million, with 5% donation rate. 3. People's daily and hundreds of media reported this campaign. Earned media exposure valued 200 million rmb. 4. Listed in 10 most influential events by 9 top medias include zhihu, digitaling, etc.