Why is this work relevant for Media?

Rokid Me speakers are durable consumer goods and can be used for leisure and entertainment.We innovatively combined concerts, installations and posters to create unique handheld concerts. The sites of Handheld Concert were landmark squares with large crowds in nine Chinese cities, including Shanghai and Hangzhou. Millions of people experienced the concerts. Over 300 media covered the campaign actively.

Background

Rokid Me is a high-quality portable smart speaker that seeks to attract more consumers to take interest in this unique product.

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

Rokid Me produces beautiful sound quality and can be controlled from the palm of the hand.

Describe the strategy (20% of vote)

The target audience of Rokid Me is a group of consumers interested in music and fashion. The compact speaker can be held in hand for easy carrying. So we made a palm-shaped stage. Secondly, Rokid Me is a high-quality portable smart speaker and produces beautiful sound quality. Based on this, we created handheld concerts. Handheld Concert is a pioneering audiovisual feast. Over 300 media covered the campaign actively.

Describe the execution (20% of vote)

Handheld Concert is the first of its kind. We created a huge poster of 12 meters by 23 meters. A three-dimensional sculpted arm from The girl’s body in the poster forms a large palm-shaped stage. A diverse group of musicians successively step onto the stage, their sounds ranging from deep and soothing cello to rap full of firepower, to the soft sweetness of traditional Kunqu opera. This concert parallels the concept of ‘Rokid Me can be played in your palm every day.’

List the results (30% of vote)

The project was held in 9 cities including Shanghai and Hangzhou. 1.5 million people experienced concerts. 690, 000 likes, shares and comments. Over 300 media covered the campaign. 38% increase in purchases.