The Campaign

We invent the interactive spreading way of “disguising”. We invent the creative way of disguising HTML5 interaction as texts of traditional courses: clients may think it is just a text that can be read, but they can get animation and sound effects when they press the button on the photo. We created pleasant experience and thus a brand-new interactive dissemination model.

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 of 4 mentors in Voice of China, and do further redesign and animation based on their faces, which surprisingly showed their faces in a funny art direction. It took one month for this Html5 mobile websites from creative design to production.

Results

1.The interactive H5 web page got a traffic of 300,000( from Baidu statistics) 2.The interactive way of “disguising” invented by us was emulated by many peers in this circle and many similar copywriting came about later. 3.We created the fresh model of creatively disseminating through the joint efforts of electronic business brands, programs and celebrities. 4.Our Html 5 photos were screenshoted by our clients and our copywriting was copied and uploaded to social media which showed that our ideas and our brand have been well received and secondhand spreading has been increased. 5.We promote our service while spreading our brand and our KTV business has been remarkably increased. 6.Our copywriting has attracted the reprinting and reviews of many peers in the circle of media and Me-media.

Dianping.com, a “Yelp” type app, plans to cooperate with Chinese talent show program “Voice of China” to promote music sales on KTV(Karaoke) clubs. How can we make innovative and interactive model to build brand influence by taking advantage of the aura of four famous judges and mentors? Make HTML5 a common graphics-text strategy in camouflage. Simulate 4 mentors demonstrating singing techniques. On clicking the graphics-text, you’ll find brilliant audio-animation effects which are bound to inspire explosion and memes on social media.

We should transform super-star/celebrity resources into dianping.com. At the beginning, we showed the four types of reasons of why people are poor at singing through animation and sound effects and then analyze their special skills of singing by using creative animation of decomposing mentors’ heads and finally reveal the truth that it is useless if one only learns how to sing and he or she needs to practicing singing at KTV and dianping.com is their first option because of its low price.