Why is this work relevant for Brand Experience & Activation?

Tencent Youth Science Festival (TYSF), an online science education platform, launched an activation with a science story about liquid water on Mars by a creating a mobile cinema with immersive experience, eventually attracting followers for the online platform.

Background

TYSF develop various of short science film for its online platform. How to expand the coverage is always the question. We need a PR trigger and also offline experience, to deliver our belief in fun education and to attract attention to the online platform.

Describe the creative idea (20% of vote)

An ambient outdoor installation in the shape of a “space capsule” with a huge space window is built in Gansu, providing the students with immersive experience, to call for their interests in science.

Describe the strategy (20% of vote)

First TYSF creates a PR story in communication by collaborating with Science for the science content. Second, the cinema is set up in Gansu, which is the Aeronautics and Space Centre of China. Third, we chose to launch this activation in rural countries where the education condition is relatively weak, to provide a story with more PR-value, deliver our belief and enhance the brand’s social responsibility.

Describe the execution (30% of vote)

We have built a cinema on wheels and visited 10 middle and elementary schools within 2 months. On each campus, we have setup the cinema that resembles the look of a space capsule, Students can enter the capsule with space suits for a rocket launching experience. The video is projected on the glass window so the students can enjoy learning through the beauty of technology. The cinema toured in 10 schools with more than 40 events in two months. It’s a successful offline experience marketing bringing results to an online platform.

List the results (30% of vote)

1.) Viral effect resulting in earned media of total of 83 articles from different media outlet,valued at around RMB 3 million. 2.) 10 campuses and 300 thousand youth have benefited from this project in 2019. 3.) Kicked off the collaboration with CAST, and by 2020, the “iMars Cinema”will cover all 32 provinces in China, providing this unique experience for 16 million youth. 4.) 8 million students visited TYSF online platform by the end of 2019.