| Title | THE VOICE DONOR 2.0 |
| Brand | TENCENT |
| Product / Service | |
| Category | B03. Use of Social in a Direct Marketing Campaign |
| Entrant | PUBLICIS GUANGZHOU, CHINA |
| Entrant Company | PUBLICIS GUANGZHOU, CHINA |
| Advertising Agency | PUBLICIS GUANGZHOU, CHINA |
| Production Company | GUANGZHOU FILMAKER ADVERTISING Guangdong, CHINA |
| Name | Company | Position |
|---|---|---|
| Erik Vervroegen | Publicis World Wide | Global Chief CreativeDirector |
| Sheena Jeng | Publicis Shanghai | Chief Creative Officer |
| Akae Wang | Publicis Shanghai | Executive Creative Director |
| Yolanda Zheng | Publicis Guangzhou | Creative Director |
| Rocky Huang | Publicis Guangzhou | Creative Group Head |
| Janet Zhu | Publicis Guangzhou | Senior Art Director |
| Aiya Chu | Publicis Guangzhou | Senior Copywriter |
| Raymond Zhang | Publicis Guangzhou | Art Director |
| King Wang | Publicis Guangzhou | Art Director |
| Shawn Xiong | Publicis Guangzhou | Art Director |
| Bendit li | Publicis Guangzhou | Agency Producer |
| Manly Zeng | Publicis Guangzhou | Account Director |
| Eming Zou | Publicis Guangzhou | Senoir Account Manager |
It is a clear demonstration of an APP usage, on a TV program! It is a live call-for-action campaign, led by the program host. He is not just “demonstrating” in person how to use the APP, also requesting audience to follow him real time. Instantly, audience can co-create the voice book lively – and show the result on the TV screen.
We initially launched an activation to create the association between voice donor 2.0 and “Voice of China”, encouraging audience to share their voice to “the voice of China” to achieve the goal of completing 20 new audio books to assist the blind and illiterates on social media first. Then the host, Hua Shao, famous about his speed of speaking, demonstrated the mechanics of voice donor on live broadcast, invites celebrities and audience to complete a voice book together. This leads more celebrities to volunteer afterwards. Under the need of publicity along with “left-behind in charity” pressure, celebrities competed with each other across number of fans participation, as well as the fast record to complete the book. The superstar, Li-Bin-Bin and her fans took only 20 minutes to complete a voice book, which is the fastest on the record.
Existing Voice Donors are more sophisticated, social elites. To invite young, light hearted people is essential for the 2.0 campaign. Celebrities and TV show can increase the attraction to this target audience. By utilizing their influential power, target audience is willing to take action and encourage by seeing the results in real time of co-creation.
• More than 21 celebrities volunteer to lead the voice donation. Echoed by more than 50 celebrities. • Social media viewership reaches 210 millions, and independent visitors over 600,000 times. There are 570,000 donators and in average, they donate 4.9 times. Currently, WeChat consistently receive 100,000 voice donations, and already finish 112 voice books. • Main stream media, including CCTV, major Newspapers, and internet news all reported positively. • It also makes WeChat from an popular APP to an APP people will be proud to use.