Title | LET'S GO HOME TOGETHER |
Brand | BEIJING MOMO TECHNOLOGY COMPANY |
Product / Service | MOMO |
Category | A08. Integrated Mobile Campaigns |
Entrant | WIEDEN+KENNEDY SHANGHAI, CHINA |
Entrant Company | WIEDEN+KENNEDY SHANGHAI, CHINA |
Advertising Agency | WIEDEN+KENNEDY SHANGHAI, CHINA |
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 |
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.