$10 TALE OF FORGOTTEN VETERANS
| Title | $10 TALE OF FORGOTTEN VETERANS |
| Brand | TENCENT |
| Product / Service | TENCENT CHARITY |
| Category | C02. Use of Mobile |
| Entrant | J. WALTER THOMPSON BEIJING, CHINA |
| Idea Creation | J. WALTER THOMPSON BEIJING, CHINA |
Credits
| Name | Company | Position |
|---|---|---|
| Polly Chu | J. Walter Thompson Beijing | CCO |
| Shankun Sun | J. Walter Thompson Beijing | ECD |
| Dechun Qiu | J. Walter Thompson Beijing | Creative Director |
| Delong He | J. Walter Thompson Beijing | Art Director |
| Xue Wang | J. Walter Thompson Beijing | Copywriter |
| Theresa Ong | J. Walter Thompson Shanghai | Copywriter |
| Jing Shi | J. Walter Thompson Beijing | Producer |
| Todd Lv | J. Walter Thompson Beijing | Producer |
| Lu Xiao | J. Walter Thompson Beijing | Digital Director |
| Yu Tian | Woofly Production | Illustrator |
| Xitong Peng | Woofly Production | Director |
| Jian Wu and Team | Motion Logix Post Production | Post Production |
The Campaign
?10 tale of forgotten Veterans. It’s a hidden story in everyone’s pocket. We turned the ordinary RMB ?10 note into moving media. By taking a photo of the back of a 10 RMB note. A secret story of the war will be revealed in a video. In fact it is the actual location of the battlefield in WWII in China. Bringing back people to understand the real story of the veteran that the government never told them. And donate the RMB in their hands to the Forgotten Veteran.
Creative Execution
In 2015 September, a week before the 70th anniversary of China’s Victory in World War II, we launched this campaign. Through China's most famous social media-Tencent Wechat platform (the Facebook in China), we posted a HTML 5 page link with an attractive headline to draw people’s attention for click. And we asked visitor to take a photo of 10 RMB note, then HTML 5 does a quick image comparison by using HTML 5 Canvas algorithm to redirect the page to reveal a secret video. In fact it is the actual battlefield in WWII China. The story of the forgotten veterans got revealed. This is a secret story that government will never tell people in their history books. After the video, they will be redirected to the donation page of the NGO. Visitors could then donate the 10 RMB note in their hands to help veterans.
Describe the success of the promotion with both client and consumer including some quantifiable results
100,000 viewers in 1 hour. Over RMB 1 million donation in 72 hours. Various media coverage, while many spontaneously pledged a personal salute as tribute to veterans on social media.
Explain why the method of promotion was most relevant to the product or service
In this campaign, we revealed a hidden secret history to people in China through social media. They are motivated to recognize the forgotten veterans and donate money to the NGO LongYue. Through this promotion, people’s understanding of the veterans got corrected. The activation is spread nationally through out the whole China.
The target audience is young people who grow up with the communist government telling them the official history of WWII. They do not know there was some non-communist soldiers that fight the war for the country 70 years ago. We need to find a perfect timing to motivate and engage them. We hind a serious story behind a fun approach which the young people uses everyday, the camera in their mobile. In 2015 September, a week before the 70th anniversary of China’s Victory in WWII, while people’s attention is about the war and veterans, we launched this campaign. Through China's most famous social media-Tencent Wechat platform (the Facebook in China), we post a HTML 5. Take a photo of 10 RMB note, the secret video is revealed. The video is wildly shared in Wechat national wide as earned media.The promotion becomes a national topic and driving people to donate.