| Title | SONGS OF TRANSIENCE |
| Brand | TEAM EAR MUSIC |
| Product / Service | CHEER CHEN |
| Category | B02. Microsites |
| Entrant | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| Idea Creation | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| Media Placement | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| Production | MEDIALAND DIGITAL STRATEGY Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Kiki Chen | Medialand Digital Strategy Limited | Co Founder |
| Vicky Lee | Medialand Digital Strategy Limited | Senior Creative Director |
| Sunday Huang | Medialand Digital Strategy Limited | Designer |
| Angie, Ling-Huei Lu | Medialand Digital Strategy Limited | Creative Planner |
| Smallker, Wan Ting Cheng | Medialand Digital Strategy Limited | Senior Creative Planner |
| Peggy Chang | Medialand Digital Strategy Limited | Media Vice President |
| Jason Tseng | Medialand Digital Strategy Limited | Chief Technology Officer |
| Milkmidi Liao | Medialand Digital Strategy Limited | Interactive Director |
| Ash Hsieh | Medialand Digital Strategy Limited | Associated Interactive Director |
| Sherwin Cheng | Medialand Digital Strategy Limited | Senior Interactive Programmer |
| Xinyi Kao | Medialand Digital Strategy Limited | Internet Engineer |
| Honda Yao | Medialand Digital Strategy Limited | Creative Director |
| Alex Wu | Medialand Digital Strategy Limited | Senior 3D Wizard |
| Vincent Yu | Medialand Digital Strategy Limited | Motion Graphic Director |
| Kang Ling, Lee | Medialand Digital Strategy Limited | Producer |
| Poham, Chou | Medialand Digital Strategy Limited | Motion Graphic Supervisor |
| Tade Tang | Medialand Digital Strategy Limited. | Sound Designer |
We’re all living in “time”. Every sound we hear right now represents the consequence of this transience. Therefore, we decide to make a brand new “Songs of Transience” experience. We invites fans to write the song together with Cheer Chen. “Songs of Transience” is composed with sounds recorded anytime and anywhere by fans blending into Cheer's melodies and become part of the songs. Most importantly, because time is endless, it is a world first “endless song” experience co-create by Cheer Chen with fans all around the world.
We designed a WEBSITE to play the endless “Songs of Transience”. Fans can use their phone to record the sounds of “time” through Songs of Transience MOBILE APP. Or they can directly upload the records to INSTAGRAM by hashtag #Songs of Transience. All the sounds will automatically upload to our website, blending into Cheer's melodies and become part of Songs of Transience.
With a small budget US$30,000 including media buy and production fee, we got a big hit and successfully drive all 10,000 copies sold out in just 6 weeks. Since the campaign launch, we got 12,096,789 impressions on paid media advertising and reach over 326,600 fans through social media. We drove 70,206 visits to WEBSITE and get 8,128 Sound Records from 16 countries to join the endless “Songs of Transience”. We also get 4,983 download on MOBILE APP and 1,977 installed on “Songs of Transience” Google Chrome APP. Fans went crazy on co-creating experience with Cheer Chen and share a lot on Facebook and INSTAGRAM to get even more news report and media buzz. Not only that, Cheer Chen even established a broadcast platform to engage with her fans.
In the past ten years, Cheer’s songs accompany her fans through various moments. We discover that the fans are not just listening to Cheer’s music, they also share with the singer the heart-felt sensations that arise while listening to the songs in different ways. Is it possible to include fans' various heart-felt sensations within Cheer's new creation? Therefore, by inviting fans to use mobile to record the sound in their life with Cheer, fans can have a brand new experience to co-create with Cheer anytime and anywhere through internet, instead of only listen to a new song. Through creating new entertaining experience, we engage fans and draw attention to Cheer’s new creation.