|Title||INTEL ROBOT HAND SHADOW PUPPET PLAY|
|Product / Service||INTEL MASTER BRAND|
|Category||B12. Brand Voice & Strategic Storytelling|
|Entrant||INNOKIDS COMMUNICATIONS Beijing, CHINA|
|Idea Creation||INNOKIDS COMMUNICATIONS Beijing, CHINA|
|Production||INNOKIDS COMMUNICATIONS Beijing, CHINA|
|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|
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.
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
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.
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.