LET'S GO HOME TOGETHER

TitleLET'S GO HOME TOGETHER
BrandBEIJING MOMO TECHNOLOGY COMPANY
Product / ServiceMOMO
CategoryA08. Integrated Mobile Campaigns
EntrantWIEDEN+KENNEDY SHANGHAI, CHINA
Entrant Company WIEDEN+KENNEDY SHANGHAI, CHINA
Advertising Agency WIEDEN+KENNEDY SHANGHAI, CHINA

Credits

Name Company Position
Michael Simons Wieden/Kennedy Shanghai Executive Creative Director
Achilles Li Wieden/Kennedy Shanghai Executive Creative Director
Raymond Chin Wieden/Kennedy Shanghai Creative Director
Jonathan Mo Wieden/Kennedy Shanghai Creative Director
Marula Vaz Wieden/Kennedy Shanghai Interactive Creative
Cook Xu Wieden/Kennedy Shanghai Copywriter
Fish Ho Wieden/Kennedy Shanghai Head Of Design
Kevin Lunsong Wieden/Kennedy Shanghai Art Director
Follen See Wieden/Kennedy Shanghai Digital Designer
Yacheng Ke Wieden/Kennedy Shanghai Digital Designer
Clara Zeng Wieden/Kennedy Shanghai Community Manager
Vic Zhang Wieden/Kennedy Shanghai Print Producer
Stone Xu Wieden/Kennedy Shanghai Print Producer
Ashley Cheung Wieden/Kennedy Shanghai Flash Developer
Freeman Chiu Wieden/Kennedy Shanghai Digital Producer
Max Wu Wieden/Kennedy Shanghai Digital Producer
Martin Couture Wieden/Kennedy Shanghai Digital Producer
Martin Yang Wieden/Kennedy Shanghai Digital Strategist
Jason Wang Wieden/Kennedy Shanghai Associate Account Director
Cathy Wang Wieden/Kennedy Shanghai Associate Account Director

Creative Execution

By adding a simple “Let’s Go Home Together” button to the MOMO interface, hundreds of thousands of people were able to identify and locate hometown buddies and share the trip home together. They were given topics to bond over, like food, music, sport and the things they love and hate about their hometown. They were also given a physical place to meet and custom travel kits full of fun stuff to get the conversation started and make the journey home less dull. As part of our social amplification, filmmakers, photographers, musicians and novelists hooked up with people from their hometowns and documented their journeys with films, stories and songs on their social media pages.

MOMO turned an annual grueling pilgrimage into an enjoyable fun-filled expedition and grew it’s user base from 90 to 100 million. Over 17 million users used the MOMO CNY edition, that's 1 of every 47 people who travelled during CNY! 78,000 go-home groups were established during this time and the daily message volume in all the MOMO groups reached 80M, that’s a 60% increase. Over 21,522 go-home routes were established by users, literally to four corners of China. But the best result of this crazy social experiment? The stories of hometown buddies falling in love, forming bands, starting companies and continuing to meet regularly for karaoke nights. Now, that’s real success.

The Chinese New Year is the largest human migration on Earth, with over 400 million people heading back to their hometowns, all at the same time. For most, it is a long, tedious and lonely journey, surrounded by millions of unfamiliar faces. This is a great opportunity for Momo, China’s leading location based social app, because MOMO believes old friends bring you comfort but new friends make life much more interesting. So the idea is to help people going home connect with their hometown buddies and go home together. This way, Momo can turn the annual tedium of a Chinese New Year journey home into a fun filled adventure with a bunch of interesting people going your way.

Links

Mobile URL