“YOU ARE FAR FROM KNOWING ME” & “GONE WITH YOUR COMMENTS ON JIANGWEN”

Gold Spike

Case Film

Presentation Image

Title“YOU ARE FAR FROM KNOWING ME” & “GONE WITH YOUR COMMENTS ON JIANGWEN”
BrandDIANPING.COM
Product / ServiceONLINE MOVIE TICKETS SELLING
CategoryC01. Digital Design
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production W Shanghai, CHINA

Credits

Name Company Position
Chunning Xu W Front-end Developer
3water Lee W Creative Director
Ermu Wang W Senior Art Director
Fan He W Senior Designer

The Campaign

In #You are far from knowing me#, we should transform classical scenes in each of Jiang Wen’s movies into sequence frame animation and ask people to “guess the names of the movies through looking at the photos” and categorize them into “spicy, spicier and spiciest fans” and call on them to watch his movie through the seat selection system of Dianping.com and spread our service of online movie seat selection.In #Gone with your comments on JiangWen#, we should adopt the animation form of opening his head and showcasing the excellent movies directed by him or those he once played in and make strong visual impact to emulate the mysterious and eye-opening movie temperament of <GWTB>; it should also go with profound movie reviews and expatiate on the deep thoughts of his masterpieces and seek comments and interaction from viewers and finally bring out the theme.

Creative Execution

In this mobile digital campaign, one Designer, one Typography designer, one Copywriter and one Programmer were involved as a core working team. We sourced all the footages and posters of Jiang Wen’s films, and do further redesign and animation based on the well-chosen materials, which surprisingly showed his works in a new art direction. It took one month for these two Html5 mobile websites from creative design to production.

Indication of how successful the outcome was in the market

1. The serial Html5 interactive webpages got a traffic of over 2 million visits (the data is from Baidu statistics.) 2. We blaze the new trail of a new interactive manner of commentary Html5 and set up a new standard of ideas and practice of Html5 and have been emulated by our peers and similar cases keep cropping up. 3. The serial Html5 photos were screenshotted by clients and the print screens were uploaded to social media, which showed that our ideas and brand tone have been well received and secondhand spreading has been increased. 4. The serial Html5 has been regarded as classical case of spreading by many authoritative websites in this circle. 5. We have spread our brand effectively and the popularity and Cinema business bookings have remarkably been upgraded.

We should establish the guiding strategy of “Focus first and then Spread”. We should first focus on the loyal fans of Jiang Wen and introduce the first round of interactive web pages: #You are far from knowing me#, and then turn his masterpieces into a micro movie festival that can be accessed and interacted with on cellphones in an innovative manner and make it highly popular with his fans. And we then should color people’s views on his movies through fans’ spreading; and then we should focus on the general public and introduce the more interesting #Gone with your comments on JiangWen#and help people better understand Jiang Wen and feel the charm of his personality and talents and then transform all these into desires to watch his <Gone With The Bullets>.

Links
Website URL