Title | AUGMENTED ARCHAEOLOGY |
Brand | HUAWEI |
Product / Service | VISION AR |
Category | D02. Use of Mobile & Devices |
Entrant | OGILVY Beijing, CHINA |
Idea Creation | OGILVY Beijing, CHINA |
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 |
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.
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.
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.
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.
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.
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.