|Brand||WECHAT / THE GREAT WALL|
|Product / Service|
|Category||G05. Cultural Insight|
|Entrant||TENCENT Shenzhen, CHINA|
|Idea Creation||TENCENT Shenzhen, CHINA|
|Media Placement||TENCENT Shenzhen, CHINA|
|PR||TENCENT Shenzhen, CHINA|
|Production||STINK STUDIOS Shanghai, CHINA|
|Post Production||MASSIVE MUSIC Tokyo, JAPAN|
|Vincent Li||Tencent||General Manager|
|Akae Wang||Tencent||Executive Creative Director|
|Ivy Huang||Tencent||Art Director|
|Ken Lin||Tencent||Art Director|
|Dong Xie||Tencent||Art Director|
|Sonja Xu||Tencent||Assistant Art Director|
|Ahjan Huang||Tencent||Agency Producer|
|Yuan Hong||Tencent||Project Director|
|Yao Ma||Tencent||Project Director|
|Tao Yu||Tencent||Project Manager|
|Katherine Lee||Stink Studios||Executive Producer|
|Roy Zhang||Stink Studios||Digital Producer|
|Nando Correa||Freelance||Creative Director|
|Addie Hao||Stink Studios||Creative Designer|
|Helen Hsu||Freelance||3D Artist|
|Chen Tzu Wang||Freelance||3D Modeler|
|Ethan Chiu||Freelance||Front End Developer|
|Tamon Fujimi||Massive Music||Music Composing|
The mid-autumn festival is also known as the moon festival. It is said the moon is the brightest and roundest on this day which means family reunion. Consequently, this is why the festival is thought to be important in China. Until now, Chinese people still keep the tradition to view the moon on the Mid-autumn festival. ‘Though far apart, we are still able to share the same beauty of the moon.’ WeChat took this opportunity to drive a groundbreaking social campaign for its 1.9 billion users because it exactly matches its brand position: to connect everyone at every critical moment.
The moon festival is one of the most important holidays in Chinese culture, celebrating being together with family and friends. WeChat took this opportunity to create a mixed reality campaign aimed at symbolizing the strong power of Chinese culture, called “Moonments”. WeChat enabled users across the globe to connect with each other by searching for the moon in the sky using their mobile phone and then transported users to one of the Great Wall Passes, directly from their location in the real world. Within 12 hours, over 20 million WeChat users gathered on the Great Wall from across the world.
The idea was simple – to bring users to the Great Wall to enjoy the moon in the mid-autumn festival. Called “Moonments” -- the moon (mid-autumn festival) + moments (WeChat Moments), WeChat allows users to lift up their phones to find and focus on the moon in the sky, activating the journey. They are dived into one of the 10 parts of the Great Wall and navigate a range of layouts of the moon behind the wall. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message, create their own posters and publish on WeChat Moments.
Sharing posts on WeChat Moments has been the most important daily social behavior in China’s social environment, therefore it was critical to creating a simple but creative idea which has the potential to go viral on the platform for its 1.9 billion users over 600 cities in China and even abroad. The “WeChat fission” practice brings three times the sharing capability than paid media does – meaning entire circles of friends were immersed and spontaneously shared this campaign on their WeChat moments, which also contributes to the donation of Great Wall protection.
We created an intuitive and immersive design by building up 3D model of both the moon and the 10 Great Wall Passes. The transportation design - from users’ real location to the moon and then dive into the Great Wall - changed users’ POV and gave a fresh, unexpected feeling of the coming scene to welcome them. This festive event reflected WeChat’s proposition – connecting every one of the world. The whole production took around three months from creative development to final execution. This festive event allows its 1.9 billion users over 600 cities in China and even abroad to connect every one of the world.
Within 12 hours, over 20 million WeChat users gathered on the Great Wall from across the world. And the sharing on WeChat created a boost on our social spreading. Moreover, around 1,800,000 participants became a protector of the Great Wall through the experience, contributing to the Great Wall renovation program.
It is said the moon is the brightest and roundest during mid-autumn festival, and this is why the festival is of such importance. We may be physically far apart but we are still able to share the moon together. The Great Wall offers incredible views of the moon for thousands of miles, symbolizing both the long distance and the strong connection in Chinese culture. Therefore, WeChat used its social platform combining the festive and the Great Wall symbol to allow people to be united virtually and to select the ancient Chinese poems for their own posters, sharing with those they care about.