Why is this work relevant for Brand Experience & Activation ?

It changes the way people experience the Mogao Caves and appreciate the cave paintings. Individuals can learn about the culture of Mogao Caves with the tips of their fingers and collect the digital copies of the paintings from their phone screen. Most importantly by incorporating big data tags, we can target and match everyone with a painting of their interest forming a miraculous connection, thus turning individuals into enthusiastic patrons.

Background

THE MOGAO CAVES WITH A HISTORY OF 1600 YEARS, IS FACING THE DANGER OF DETERIORATION AND POSSIBILITY TO FOREVER LOSE ITS TREASUROUS CAVE PAINTING. LIKE AN ELDER LIVING ALONE, NO ONE IS LOOKING AFTER HER. EVERY JUNE, A MILLION HOUSEHOLDS WILL ENCOUNTER THE ULTIMATE CHALLENGE OF THEIR LIVES, THE “NATIONAL COLLEGE ENTRANCE EXAM”. THIS IS THE TIME WHEN PEOPLE SEEK DIVINE ASSISTANCE FOR GUIDANCE TO SUCCESS. WE’VE CREATED 34 DIFFERENT DIGITAL GUARDIAN CHARMS INCORPORATING MOGAO CAVES’ BUDDHIST ELEMENTS AND BEGAN A “PROVIDER’S EVENT”. STUDY CHARM, CAREER CHARM, PEACE CHARM WERE RECEIVED BY PATRONS BASED ON BIG DATA MATCHING. DONATE 1 RMB UPON RECEIVING THE CHARM TO BECOME THE PROVIDER. SOME WENT FURTHER AND STARTED A COLLECTION, BECAUSE THEY WANT THEM ALL. THIS CHARM EXCHANGE GAME BECAME VIRAL ON SOCIAL MEDIA AND GATHERED A TOTAL 25 MILLION PROVIDERS, PROVIDING FUND FOR DIGITAL RESTORATION OF THE MOGAO CAVES.

Describe the creative idea (20% 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)

HOW TO BRING PUBLIC AWARENESS TO THE MOGAO CAVES? EVERY JUNE, A MILLION HOUSEHOLDS WILL ENCOUNTER THE ULTIMATE CHALLENGE OF THEIR LIVES, THE “NATIONAL COLLEGE ENTRANCE EXAM”. THIS IS THE TIME WHEN PEOPLE SEEK DIVINE ASSISTANCE FOR GUIDANCE TO SUCCESS. THIS IS AN OPPORTUNITY, TO LET THE MOGAO CAVES’ BUDDHAS WORK THEIR WONDER TO DELIVER GUARDIAN CHARMS TO INDIVIDUALS, AND TRIGGER THE PROVIDER’S EVENT ON SOCIAL MEDIA.

Describe the execution (30% of vote)

IN TRADITIONAL EASTERN CULTURE, BUDDHIST DIVINITY MEANS “GUARDIAN” AND “PROTECTION” TO THE PATRONS. HOW HOW DO WE GET INDIVIDUALS ATTENTION? EVERY JUNE, A MILLION HOUSEHOLDS WILL ENCOUNTER THE ULTIMATE CHALLENGE OF THEIR LIVES, THE “NATIONAL COLLEGE ENTRANCE EXAM”. THIS IS THE TIME WHEN PEOPLE SEEK DIVINE ASSISTANCE FOR GUIDANCE TO SUCCESS. HERE’S THE CHANCE, WHY NOT LET THE MOGAO CAVES’ BUDDHAS WORK THEIR WONDER? THIS DIRECTION LED TO THE INSPIRATION OF CREATING A PROVIDER’S EVENT ON SOCIAL MEDIA, AND FOR THE FIRST TIME BUILDING CONNECTION BETWEEN THE MOGAO CAVES’S BUDDHIST IMAGES AND THE PUBLIC.

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, EARNED MEDIA REACHED IMPRESSION OF 100 MILLION 4. REGARDED AS ONE OF THE TOP 10 CHINESE CREATIVE EVENTS IN 2018