Why is this work relevant for Direct?

Through multiple degree of data screening and filtering, the content is on target with its audience, boosting individuals’ interactions with matching guardian charm. The strong psychological connection also amplifies the individual’s will to become enthusiastic patrons, thus improving the donation rate. The campaign gathered a total 25 million providers with precise communication on social media.

Background

The Mogao Caves with a history of 1600 years, is facing the danger of deterioration and possibility to forever lose its precious cave painting. It requires support from each individual, however no one is looking after her like an elder living alone. How do we bring public attention to this challenge, and raise enough fund for digital restoration and bring radiance again back to The Mogao Cave?

Describe the creative idea (30% of vote)

A Buddhist deity symbolizes guardian and protector to ordinary mortals in ancient China. How to get public attention for the Mogao Caves’ Buddha? Every June, a million households will encounter the challenge of their lives in China, the National Colleague Entrance Exam. This is the time when people seek divine assistance for guidance to success. We took the opportunity to launch A Provider campaign. We’ve turned the Buddha into the digital divinity and created 34 different guardian charms incorporating Mogao Caves’ Buddhist elements. Combining with the big data tags, each individual is matched with a specific charm including study charm, career charm, peace charm and so on. Donate 1 RMB upon receiving the token to become the provider.

Describe the strategy (20% of vote)

The Mogao Caves with a history of 1600 years, is facing the danger of deterioration, how do we quickly raise fund for The Mogao Caves? We turned the ancient culture legacy into familiar guardian charms for mass public via digital technology, reaching audiences with oriental guardian culture on WeChat social platform that owns 1 billion users. To keep this luck, each individual can donate and become a provider. Users are transformed into digital missionary on social media to support the fundraising for The Mogao Caves restoration project.

Describe the execution (20% of vote)

We’ve created 34 different guardian charms incorporating the Mogao Caves’ Buddhist elements, and hid them inside the social media for students. Students could donate 1 RMB upon receiving the charm to become the provider. Incorporating big data tags, each individual is matched with a specific charm. Some participants went further to start their own collection, because they want them all. This charm exchange game became viral on social media and gathered a total 25 million providers. A provider’s event empowered by digital technology, bridged the Buddhist image with mass public and supported the fundraising for The Mogao Caves, so that the treasures can be preserved.

List the results (30% of vote)

1. The event recruited nearly 25 million providers. 2. Was forwarded more than 1.4 million times. 3. Over 45 media outlet and social media reported this event, and earned media reached impression of 100 million. 4. Regarded as one of the Top 10 Chinese Creative Events in 2018.

Please tell us about the brand in relation to the locality or market where the product/service is distributed

A Buddhist deity symbolizes guardian and protector to ordinary mortals in ancient China. In this culture, patrons will give up their wealth to the deities and become providers when they seek divine assistance for help. We recognize this tradition and created the guardian charms incorporating the Mogao Caves’ paintings to attract public attention and donation. We also took the opportunity to introduce the study charms for 9.75 million students’ during the “National Colleague Entrance Exam” period to send good fortune, thus acquiring the 1st batch of core audience to kick off this social campaign.