IMARS CINEMA

TitleIMARS CINEMA
BrandTENCENT
Product / ServiceTENCENT YOUTH SCIENCE FESTIVAL
CategoryB06. Use of Events / Stunts
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA
PR TENCENT Shenzhen, CHINA
Production LINK FILMS Shanghai, CHINA
Post Production LINK FILMS Shanghai, CHINA

Credits

Name Company Position
Vincent Li Tencent General Manager
Akae Wang Tencent Executive Creative Director
Zita Zou Tencent Copywriter
Ivy Huang Tencent Art Director
Dong Xie Tencent Art Director
Sonja Xu Tencent Art Director
Ahjan Huang Tencent Agency Producer
Scott Xie LINKFILMS Director
Joan Wang LINKFILMS Executive Producer
Sky Zhang LINKFILMS Producer
Mogo Wu LINKFILMS Assistant Director
Kimi Huang LINKFILMS Assistant Producer
Ximen Lu LINKFILMS Director Of Photographer
Zhenghan Cai LINKFILMS Art Director
Derek Song Tencent Brand Director
Justin Lu Tencent Project Manager
Ninaw Lin Tencent Project Manager
Scott Xie LINKFILMS Director
Mogo Wu LINKFILMS Production Designer
Zhenghan Cai LINKFILMS Art Director

Why is this work relevant for Media?

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 / insights (30% of vote)

Creative Idea: 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. Insights: Fun and experiential, is always the solution to dull education. Not to mention we are providing a journey in space.

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 (20% 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.

Links
Supporting Webpage