| Title | ARE YOU GOING HOME THIS CHINESE NEW YEAR? |
| Brand | INNER MONGOLIA MENGNIU DAIRY |
| Product / Service | MONMILK |
| Category | A02. Fast Moving Consumer Goods |
| Entrant | HYLINK DIGITAL SOLUTIONS Shanghai, CHINA |
| Entrant Company | HYLINK DIGITAL SOLUTIONS Shanghai, CHINA |
| Advertising Agency | HYLINK DIGITAL SOLUTIONS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Fendic Zhu | Hylink Shanghai | Designer |
| Shawn Gao | Hylink Beijing | Project Director |
| Jing Zheng | Hylink Beijing | User Experience Designer |
| Yu Zheng | Hylink Beijing | Technical Support |
| Yong Chen | Hylink Beijing | Technical Support |
| Lei Wang | Hylink Beijing | Technical Support |
| Dabao Du | Hylink Beijing | Copywriter |
| Jonathan Lim | Hylink Shanghai | Copywriter |
| Yuanchun Zheng | Hylink Beijing | Animation |
| Chao Liu | Hylink Beijing | Animation |
| Dao Shi | Hylink Beijing | Associate Art Director |
| Jonathan Lim | Hylink Shanghai | Associate Creative Director |
| Zheng Li | Hylink Beijing | Associate Creative Director |
| Dong Liu | Hylink Beijing | Creative Director |
| Wenjun Li | Hylink Beijing | Executive Creative Director |
Mengniu represents “every bit of happiness”. These ‘little happiness’ heightens during Chinese New Year, signifying “family reunion”. Challenge: With 340 million travelers, Chunyun is a social dilemma. Objective: Build a branded platform for travelers to connect, share and amplify the reunion of many ‘little happiness’. Execution: Chunyun: The Annual Great Migration – An Interactive Social Map. We engaged consumers asking one question: Are you going home this Chinese New Year? Through real-time data-capture on social networks, The Great Migration map was visually brought to life. Results: 17,600,000 site views; 9,002,432 unique views; 3,393,183 participations; 2,120,739 journeys recorded; 38% participation rate.