INTEL ROBOT HAND SHADOW PUPPET PLAY

TitleINTEL ROBOT HAND SHADOW PUPPET PLAY
BrandINTEL CHINA
Product / ServiceINTEL MASTER BRAND
CategoryA06. Financial Products & Services, Commercial Public Services, B2B Products & Services
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.

Execution

Before and after our episode was broadcasting on HNTV , from 3rd, August to 7th,August. we were co-promoted in Micro-Blog and KOLs with MY FUTURE TV. Before and after our Robot Hand X Shadow play video was launching, from 16th, August to 31st, August, we activated some most popular KOLs, to promote Intel brand and AI technology image to their followers.

Successfully, we received great feedback from consumers on the brand, creativity: 67M online exposure 27M full-episode viewership 430K social engagement 350 media clippings TOP1 micro-blog topic list TOP3 TV program

The Situation

Except for traditional media and social media platform, to amplify the influence, we also proactively interacted with key media by PR during the whole communication process. For example, we activated some most popular KOLs, through their fan community, to promote Intel brand and AI technology. After the My Future was broadcasted on HNTV, we also earned a lot of media coverage.

The Strategy

Our target audience in China is the youth. Through research and investigation, we know that most of them are heavy Internet users. They are also loyal followers. To reach them, we made our media plan both in social media like Micro-Blog, Wechat, Apps and PR. For example, we activated some most popular KOLs, through their fan community, to promote Intel brand and AI technology.

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