PROJECT TANG RENAISSANCE

TitlePROJECT TANG RENAISSANCE
BrandHUAWEI CBG CHINA MARKETING TEAM
Product / ServiceMATE 20 PRO
CategoryG04. Social Behaviour & Cultural Insight
EntrantPUBLICIS SAPIENT Shanghai, CHINA
Idea Creation PUBLICIS SAPIENT Shanghai, CHINA

Credits

Name Company Position
Johan Vakidis Publicis Worldwide Chief Creative Officer
Hoven Lo Publicis Sapient Group Creative Director
Chao Hou Publicis Sapient Associate Creative Director
Senvan Zhang Publicis Sapient Copy Base Group Head
Brian Ng Publicis Sapient Chief Strategy Officer
Dina Dong Publicis Sapient Senior Planner
Catherine Xu Publicis Sapient Digital Strategy Planner
Joy Zhu Publicis Sapient Group Business Director
Jessica Fu Publicis Sapient Account Director
Humi Hou Publicis Sapient Account Manager

Why is this work relevant for Brand Experience & Activation ?

With the brand proposition of “Make it Possible”, Chinese telecoms giant Huawei believes that technology could have a bigger role in the inheritance of Chinese traditional culture. We used the most advanced AI technology to recreate Tang poetry musical, for the audience to experience how it was meant to be heard over 1300 years ago.

Background

Huawei have launched their Mate 20 in October 2018. The promotion period is going to end around July 2019. The client would like to have a campaign to highlight the powerful technology and demonstrate how technology could give traditional culture a new form of life. Most of us don’t know that Tang poetry was meant to be sung, not read. The original musical scores and how to read them, were lost over 1300 years ago… Luckily with the KIRIN 980 AI System in Huawei’s Mate 20 phone, we are able to study and understand the long-lost ancient musical scores and bring back the real Tang poetry through music.

Describe the creative idea (20% of vote)

We gathered the top Tang scholars, Chinese musicians and experts in Huawei Research and Development departments, piecing together their knowledge to bring back the Tang poetry music. We trained our neural network model to study ancient music scores with the help of the scholars and musicians, so they can be translated into modern sheet music.

Describe the strategy (20% of vote)

The target audience of Mate 20 are new elites that care about social influences and culture. Therefore, Huawei, with its strong technology and algorithms, decided to inject tech into traditional Chinese culture, giving them a new digital form of life. By taking up this responsibility, we also won our target audience’s attention and reputation.

Describe the execution (30% of vote)

We spent one month with top Tang scholar and Chinese musicians to discuss different ways of realizing this project. We trained our neural network model to study ancient music scores with the help of the scholars and musicians, so they can be translated into modern sheet music. It took about two months for us to develop this app. After the app was in place, we then stored these into our Mate 20 phone. Next, we read pieces of Tang poetry such as “Spring Blossom by the River” into the phone. The phone’s KIRIN 980 AI chip, identified the context and emotion of these poems and paired them with the right music. We could now experience Tang poetry as how it was meant to be. We also made this experience into a content piece to be shared on Weibo (China’s Twitter) and other social platforms.

List the results (30% of vote)

The results were remarkable. We shared the film on Weibo (China’s twitter) and it became the highest trending news of the days within 2 hours. We earned a lot of free exposure by KOLs retweeting the film. Engagement: 45 million exposures of related topics 30 thousand interaction Top 1&2 at leader board of Weibo Digital section UGC of “Spring Blossom by the River” climb Top1 on Bili Bili (China’s biggest video community)

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

The digital landscape of China is very complicated and evolve fast. We use the most advanced AI technology to reconstruct the most traditional history. Through this project, more people understand that our technology is human. Our project has successfully attracted the attention of AI experts, cultural scholars, media and mass consumers. Let AI technology not just go forward, but also deep dive into other fields, attract more social forces to participate in the exploitation of AI's applications new potential.

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