| Title | TIME OF A SONG |
| Brand | TENCENT |
| Product / Service | TENCENT |
| Category | E02. Sponsorship & Brand Partnership |
| Entrant | J. WALTER THOMPSON Shanghai, CHINA |
| Idea Creation | J. WALTER THOMPSON Shanghai, CHINA |
| Production | STEAM FILMS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Norman Tan | J. Walter Thompson Shanghai | Chief Creative Officer |
| Hu Gang | J. Walter Thompson Shanghai | Executive Creative Director |
| Andes Yu | J. Walter Thompson Shanghai | Creative Director |
| Duan Duan | J. Walter Thompson Shanghai | Associate Creative Director |
| Eason Chen | J. Walter Thompson Shanghai | Associate Art Director |
| Chen Yongyi | J. Walter Thompson Shanghai | Associate Art Director |
| George Xu | J. Walter Thompson Shanghai | Copywriter |
| Connie Chua | J. Walter Thompson Shanghai | Head of Production |
| Peggy Guan | J. Walter Thompson Shanghai | TV Producer |
| Sarah Guo | J. Walter Thompson Shanghai | TV producer |
| Ren Bo | J. Walter Thompson Shanghai | Group Account Director |
| Bonnie Wang | J. Walter Thompson Shanghai | Account Manager |
| Zou Jin | ／ | Director |
| Tina Zhuang | Steamfilm | Producer |
| Su Zhen | ／ | Editor |
| Liang Zhongqiang | ／ | Cameraman |
- In China, there are 60million left-behind children and at least 3 million of them do not have a chance to make a phone call with their parents for a few years. We call them left-behind children, who live in the villages as their parents toil in the cities, to contact their parents. - We launched the Echo Plan to donate a portion of WeChat’s earnings towards helping.
Media - 200W Production - 80w
- "Lupin Flower" is the most well-known children's song in China. They lyric is about a kid miss his mother who is in the heaven. We made up a left-behind children’s choir to sing it. - We first launched echo plan growing up system in Wechat in July. At the same time we launched the video "time of a song" in the social website to make buzz and awareness.
- 82 millions video hits. - 2.58 million new top-up service user - $1.5 million donated to the echo plan
- Wechat is most popular social app in China, while it's top-up service grows slow. We create the "echo plan" platform and give people a good reason to use our service. The video we created directly raise people's awareness which get 82 millions video hits and recruit 2.58 million new top-up service user.
- We made a touching video"time of a song" featuring a left-behind children’s choir to sing the most popular children’s song “Lupin Flower” to express their motion of missing their parents. We successfully raise people’s awareness and let them know they can help those children by using our service. Once they top-up their mobile with Wechat, the left behind children will have a time of a song to call their parents.