INTEL ROBOT HAND SHADOW PUPPET PLAY

TitleINTEL ROBOT HAND SHADOW PUPPET PLAY
BrandINTEL CHINA
Product / ServiceINTEL MASTER BRAND
EntrantINNOKIDS COMMUNICATIONS Beijing, CHINA
Idea Creation INNOKIDS COMMUNICATIONS Beijing, CHINA
Production INNOKIDS COMMUNICATIONS Beijing, CHINA

Credits

Name Company Position
Ma Chao Innokids Communications Limited Chief Creative Officer
Hilario Wang Innokids Communications Limited Creative Director
Mavis Leng Innokids Communications Limited Project Manager
Yuxin Shen Innokids Communications Limited Account Service Manager
Jingxin E Innokids Communications Limited Copywriter
Wang Tao Intel Labs China Engineer
Celia Wen Innokids Communications Limited English Copywriter
Peng Gao Innokids Communications Limited Art Director
Yuhan Wang Innokids Communications Limited Designer
Maggie Wang Innokids Communication Limited Media Manager

The Campaign

We let the robotic hand learn and pass on the traditional performing skill of shadow play from the famous shadow play artist, Qin Ligang. The robotic hand driven by AI can accomplish movements that people can not do. It also gives this traditional art a brand new a brand new appearance with a kick of technology and fun. The case of this well-combined high-tech and traditional culture have won the hearts of our target audience.

Creative Execution

MY FUTURE TV Show co-op: The robot hand successfully performed the wonderful classic play“Wu Song fought the tiger”together with Qin Ligang within a few weeks practicing. It got invited by MY FUTURE to perform it on the TV Show. The TV program broadcasted on 6th, August and got the first viewing. Video launch: We took about one month to shoot the whole process: 1)the robot hand learned performing skills with Master Qin at Intel Labs China 2)the robot hand performed the play “Wu Song fought the tiger” together with Master Qin. We launched the video through mainstream video medias in August.

Successfully, we received great feedback from consumers on the brand: 67M online exposure 27M full-episode viewership 430K social engagement 350 media clippings TOP1 micro-blog topic list TOP3 TV program By creating such an experience, more young people have seen and rediscovered shadow play, they began to be interested in it, and found that the traditional art can be very fashionable and modern. This can mean a lot to the inheritance of this traditional art.

This is an integrated brand communication plan. We launched our creative ideas on 1) traditional media platform: HNTV 2) social media platform: Micro-Blog, Wechat, Apps and so on. Through online and offline integration, we successfully built the Intel brand relevance with Chinese traditional art which could help people realize that Intel involves in the fields far beyond people’s impression that it only produces computer chips, but exists in various fields including artificial intelligence and other data driven technology.

Our target audience in China is the youth. Through research and investigation, we know that they like novels and entertaining contents. To reach them, we integrated traditional media and social media platform to show the whole process: we co-op with My Future, the first Chinese technology variety show by HNTV which is China’s most influential satellite TV station favored by young people. We also filmed a documentary My Robot Apprentice and published it online, following by press releases and KOL social post.

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