| Title | CHANGE FOR GOOD |
| Brand | TENCENT |
| Product / Service | 99 GIVING DAY |
| Category | D01. Social Video |
| Entrant | TOPIC Beijing, CHINA |
| Idea Creation | TOPIC Beijing, CHINA |
| Idea Creation 2 | TENCENT Shenzhen, CHINA |
| Media Placement | TENCENT Shenzhen, CHINA |
| PR | TENCENT Shenzhen, CHINA |
| Production | JINGLE Shanghai, CHINA |
| Post Production | JINGLE Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| SHENGXIONG CHEN | TOPic Ad | Chief Creative Officer |
| TINGTING ZHANG | TOPic | Creative Director |
| Vincent LI | Tencent | General Manager |
| AKae WANG | Tencent | Chief Creative Director |
| YUAN HONG | Tencent | Account Director |
| Ahjan HUANG | Tencent | Producer |
| TONGHUAN LIU | Tencent | Account Manger |
| SHENGXIONG CHEN | TOPic | CCO |
| XUE Li | TOPic | CEO |
| HaoNan Liu | TOPic | Senior Copywriter |
| JANE WANG | TOPic | Senior Account Manager |
| BOYANG MENG | TOPic | Designer |
| FEIXIANG ZHANG | JINGLE | Production supervision |
| ZHE ZHANG | JINGLE | Director |
| RAN XI | JINGLE | Director |
| GUANGXIA LEI | JINGLE | Music Producer |
99 Giving Day has accumulated familiarity in recent years. Yet public’s awareness of 99 Giving Day is ambiguous due to scattered communication contents and media forms without no exclusive memory symbol. This year, 99 Giving Day launched a new slogan "Doing good deeds together”, hoping that the public has a more clear and focused awareness of 99 Giving Day. To communicate with consumers in an emotional way based on the brand proposition of "Doing good deeds together". To touch the heart of users in a warm and moving story telling way in the social media and establish their memory, thus approving the brand. An actual deed to support public welfare activities will be the next step then.
Left-behind children group is a common phenomenon in China's third-tier and fourth-tier cities. In the past, lots of public service works mainly showed their miserable and difficult living situation. However, we told a story of two children trying to save money for their wishes in a warm and innocence way. One dollar runs through the whole film, creates suspenses again and again, and becomes the important eventual turning point.
Brand film is completed with two directors’ close cooperation. Brand films are presented in an almost dialogue free narrative. Story structure is simple and clear and image language is plain but excellent. Launch time: 3 Sep. 2019-9 Sep. 2019 The launch media covers WeChat Moment ad, opening cover ad of news app, video app, social app, plus feeds ad of news app. WeChat Moments feeds ad adapted the latest interactive tech: In the outer layer, we used a finger movement interaction to attract users to put a coin in the bottle, then enter into the link and watch the full video.
Video viewership reached 105 million on the whole network, including 61.84 million on Weibo. Video received more than 40000 "like" on WeChat Became a phenomenal case in social platform with 56.55 million reach and 13.6% click rate on WeChat Moments Over 3500 reports have been published in the whole network.