AUGMENTED ARCHAEOLOGY

TitleAUGMENTED ARCHAEOLOGY
BrandHUAWEI
Product / ServiceVISION AR
CategoryD02. Use of Mobile & Devices
EntrantOGILVY Beijing, CHINA
Idea Creation OGILVY Beijing, CHINA

Credits

Name Company Position
Adrian Zhu Ogilvy Beijing Group Executive Creative Director
Andrew Low Ogilvy Beijing Executive Creative Director
Yue Shen Ogilvy Beijing Head of Art
Yun Zhou Ogilvy Beijing Senior Designer
Jiyuan Kim Ogilvy Beijing Associate Design Director
Li Shi Ogilvy Beijing Group Creative Director
Linlin Zhao Ogilvy Beijing Creative Director
Jing Zhang Ogilvy Beijing Senior Copywriter
Wenjing Lv Ogilvy Beijing Associate Art Director
Yan Shi Ogilvy Beijing Creative Director
Dongtian Liu Ogilvy Beijing Senior Copywriter
Moira Li Ogilvy Beijing Senior Art Director
Miya Du Ogilvy Beijing Senior Art Director
Yuxuan Bian Ogilvy Beijing Associate Creative Director
Cynthia Li Ogilvy Beijing Agency Producer
Julie Zhou Ogilvy Beijing Vice President
Susan Su Ogilvy Beijing Group Account Director
Lence Liu Ogilvy Beijing Associate Account Director
Sansa Wu Ogilvy Beijing Account Director

Why is this work relevant for Brand Experience & Activation?

This campaign aimed to give consumers an unprecedented and unexpected experience of a beloved cultural site, taking them on a virtual tour to what would have otherwise been off-limits. This AR experience aimed to highlight the key attributes of Huawei’s latest products, giving a personal and visceral encounter with the possibilities enabled by the product and its ground-breaking technologies. Our campaign aimed to let consumers personally experience Huawei’s innovative technology and its incredible potential in an in-depth and memorable way.

Background

In April 2020, Huawei was set to release the P40. In addition to featuring Huawei’s record-breaking 5G Kirin 990 5G chip with its NPU algorithm, this latest smartphone model stood out for the exceptional quality of its camera, able to render images in high detail across a wide range of lighting conditions. The P40 also was noteworthy for another major advance: the debut of Huawei AR Maps, available through an app on the model. Huawei needed a vivid way to communicate these two highlights to consumers – raising awareness of the new AR maps while also boosting consumers’ association of the P40 with beautiful, high-quality images. Specifically, Huawei aimed to boost views and interactions on its official AR maps platform.

Describe the creative idea (20% of vote)

The Mogao Caves at Dunhuang house a collection of intricate paintings and sculptures scattered across more than 700 subterranean shrines, with the oldest dating back more than 1,600 years. Long a site of scholarly interest, they have also become one of China’s hottest tourist attractions, visited by millions every year. But this popularity has endangered the quality of the fragile paintings, and today, visitor numbers are strictly capped, and only 12 caves open at a time. We saw the Mogao Caves as a prime venue to showcase the power and possibility of the P40 and Huawei AR Maps. Huawei was in a unique position to help the countless tourists who were unable to enjoy the splendor of the Mogao Caves in person, meeting a demand that had only grown greater as the Covid-19 outbreak kept countless would-be travelers at home around the world.

Describe the strategy (20% of vote)

Considering the recent rise of video content as one of the most popular new media formats for the mobile generation, our campaign centered around two videos to highlight Huawei’s Augmented Archaeology project and explain the technology that made it possible. First, we planned a livestreamed virtual tour of the Mogao Caves led by the President of the Dunhuang Academy, the top research institute dedicated to studying the caves. Using Huawei AR Map, the president took viewers on a simulated visit through the caves, stopping to point out key features and explain their history. We also created a second video with a behind-the-scenes look at Huawei’s AR technology, and how the caves were scanned and mapped to transfer them to this new digital format.

Describe the execution (30% of vote)

The livestream was simultaneously made available across a range of mobile video sites, covering a total of 29 platforms simultaneously broadcasting, ensuring that it reached the widest possible scope of demographics, from youth-oriented Bilibili to mainstream TikTok. The behind-the-scenes video was likewise made available through Huawei’s official social media accounts across all major social platforms, encouraging wider interaction and discussion.

List the results (30% of vote)

Overall, the campaign reached more than 200 million people, with an incredible 21 million watching the livestream tour. The campaign boosted views of Huawei’s official AR maps platform by 30 percent to a total of 150 million; and increased interactions by 20 percent to 30 million. The campaign was also featured in major Chinese media, including on several channels of nationwide state broadcaster CCTV and the official Xinhua News Agency, reaching more than 1.14 million people. From numerous media editorials and online comments, the campaign has raised expectations and opened countless minds to the new possibilities of AR beyond simple entertainment, As a tool to help visitors better experience museums and other cultural venues, diving deeper to connect with a wide range of content, this unique format can be used as an educational aid and beyond.

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