Why is this work relevant for Media?

Mogao are well known, but the ancient cultural heritage is not related to modern life, so it is difficult to enter people's lives. On WeChat, a social platform with 1 billion active users, we created a redesign program that allows people to design their own unique dome scarves. Through the fixed-point push, the end-of-tour visitors can experience again and create their own exclusive souvenirs. Through social communication, it allows more people to participate in experience and co-creation. In just one month, 250,000 pairs of algae silk scarves were created, which exerted great social influence and attracted more people to Mogao

Background

Mogao Cave, artistic treasure that originates from The Silk Road. There are more than 400 domes situated in the Mogao Caves with unreachable height to avoid sand erosion and man-made destruction. It hides on the dark dome. Tourists are not allowed to light or take pictures. Even if they look up, their necks will not last one minute. More than 400 cave domes, their beauty went unnoticed. How can we rediscover this unseen beauty? And experience it？The Mogao Caves reached out to Tencent, with the ultimate goal to find a digital solution that can overcome this challenge.

Describe the creative idea/insights (30% of vote)

When you step out of Mogao，you will receive the notification，a Mini Program on WeChat. This is an interactive experience of cave dome, you can use the dome elements to create a scarf，absolutely yours. Over 400 classical dome patterns, thousands of combinations. Using your fingers to design，click，purchase，Done！ Wait for two weeks and the only scarf delivered to you. Online to Offline，Dome to Home，You’ll never stop experiencing Mogao.

Describe the strategy (20% of vote)

One social media, users have the desire to show and share. With this insight, we turned them into designers, photographers, model, and even self media to promote and demonstrate their entire creative process. Without any worries for ugly design, the Scarf of Dome with its unique creation process is an automatic eyeball attraction, captivating more people to participate and design. Buyers that receive this wonderful gift will also share on social media making it viral.

Describe the execution (20% of vote)

1. The classic artistic elements of the cave dome are reassembled into more than 200 graphics. Through interactive application, users just need to work their fingers, choose the design components, size, position and color to design their own scarf. 2. After user clicks purchase, the image analysis runs in the background and resize the design into manufacturable image for production. 3. Users are also designer, photographer, and model themselves, attracting more individuals to participate.

List the results (30% of vote)

1. There are more than 400 cave domes currently situated in the Mogao Caves. Within a month, the designs for Scarf of Dome has surpassed 250K, and more are being added to digital gallery as we speak. 2. The digital gallery has attracted 2 Million unique visitors equivalent to Mogao Caves annual visitor number in 2018 3. Through the Scarf of Dome, the public developed mass interest in Mogao Caves, leading to increase of visitor number by 23% for the 1st quarter. 4. Earned media involving more than 200 media outlets and KOL, drawing public attention to The Mogao Caves. 5. “Scarf for Business” was introduced later in form of coporate gift card 6. The service was also made available at The Mogao Caves Museum for visitors to experience and purchase