MY INNER SPACE

TitleMY INNER SPACE
BrandDOUBAN.COM
Product / ServiceDOUBAN.COM BRANDING
CategoryH01. Integrated Multi-Platform Campaign (Online & Offline)
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production W Shanghai, CHINA

Credits

Name Company Position
3water Lee W Creative Director
Ermu Wang W Senior Art Director
Chen Lok W Producer
Fan He W Senior Designer
Super Zhang W Senior Art Director
Yiyun Pan W Project Executive
Janki Yang W Designer
Clara Lee W Copywriter

The Campaign

The Douban.com family can be categorized, according to the nature of the product, as: Perception; Consonance; Seek and Get; Share; Spirit, which are strongly related to the five senses of the consumers. eyes, ears, mouth, nose, brain. Besides we have created the chapter-style suspense game. All of these are supposed to sustain the old consumers’ curiosity and attract the new ones’ attention. Aware of the independence of our users’ mind, we made an innovation by combing the first perspective filming with GoPro camera, adopting a poetic and film-style narration and monologue. This video displays the spiritual course through different life stages and periods, showing the progress that Douban.com has made in the past ten years in exploring and satisfying people’s spiritual needs. Then, we defined Douban.com with a clear and unique brand symbol, “My Inner Space”

Creative Execution

In the TVC , we were honored to have the chance to co-operate with the top-class Director in Asia Pacific. To deliver Douban.com’s brand persona and spiritual character, we shot in a first-person angle with GoPro HD mode in a lot of scenes we set up like battlefield, space station, hospital and snow country etc. After the shooting, we re-shot the GoPro HD files with film to ensure that it is more film like. It took us 2 days for shooting while the preparation work took for two months. And in the mobile digital project, one Creative Director, two Animators who were also website designers, one Copywriter and one Programmer were involved as a core working team. We created a series of interesting Html5 puzzle games on mobile phone. It took three months for these five Html5 games from creative design to production.

1. the HTML5 attracted more than 1,170,000 times’ visits, and Shortly after the brand video came online, 2,040,000 views were recorded. 2.The new slogan “My Inner Space” was appreciated by the users, and became the hot topic on the internet. The slogan was searched for 8,300,000 times. 3. After 5 rounds, the interactive game has won numerous Douban.com followers for its unraveling plots along with the fun it brought. There are so many answers and strategy guides related to how to pass it that a social media topic named “ This Game is Freaking Awesome” was spontaneously formed. 4. This video attracted the attention of users and media on the first brand promotion of Douban.com, making it a hot social event.

Review the past decade, focus on the spirit cores From books, movies and music to the modules-Group, City, FM, Tattle-tittles and Radio, Douban.com function constantly goes deeper and deeper at spiritual level. Now, the extensive and magnificent Douban.com family has been an irreplaceable part of millions of Douban.com users’ spiritual world. Thus, we created the brand image “My Inner Space” and made it as the breakthrough of Douban.com brand promotion.

Links

Website URL   |   Video URL