MICRO UNIVERSE

TitleMICRO UNIVERSE
BrandTENCENT
Product / ServiceTENCENT WE SUMMIT
CategoryB07. Use of Digital Platforms
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Idea Creation 2 STINK STUDIOS Shanghai, CHINA
Media Placement TENCENT Shenzhen, CHINA
PR TENCENT Shenzhen, CHINA
Production STINK STUDIOS 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 Assistant Art Director
Ahjan Huang Tencent Agency Producer
Hunter Zhang Tencent Project Director
Nichole Yu Tencent Project Co-ordinator
Junhao Ma 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
Ethan Chiu Freelance Front End Developer
YiWen Lin Freelance Front End Developer
Florian DSK Freelance 3D Artist
Kosta Lagis Digital Domain 3D Artist
Thomas Suess Audioforce Music Composing

Why is this work relevant for Media?

This project worked as the intro interactive experience of the WE Summit, through this work we let the audience see science and learn our conference theme from an artistic way, before they join the actual conference or online stream. The whole journey is taking the user explore the micro universe beneath the surrounding and introduce them to the WE Summit, one of the biggest science conference in China.

Background

Every year the greatest minds in science gather at Tencent’s WE Summit. In 2019 the theme was 'everything has its own micro-universe'. We created an online experience, allowing attendees and the audience at home to explore the micro universe all around them. We wanted the users to experience this interactive project before they joined the WE Summit online stream. At the same time, changing their perception of science as artistic, beautiful and fun.

Describe the creative idea / insights (30% of vote)

This years theme is 'everything has its own micro-universe', how are we going to make this plain science theme into people’s mind, make them think and learn the concept of it? We created an online experience that allows user to explore the micro-universe around them.

Describe the strategy (20% of vote)

We want to target the general public, especially the younger group, next generation, to bring up the curiosity of science with an artistic, fun interacting experience. Mobile phone is the essential tools that we live on, we developed our project based on mobile end which allow almost everyone to be able to reach this project and to know about our WE Summit. With users’ public post to generate more visitors to the experience.

Describe the execution (20% of vote)

We developed the interacting experience on the mobile end, which allows almost everyone to explore this beautiful project within this 3 day event. From a photo on the users mobile phone, we created a unique, generative, ever-evolving micro-universe that carries the colorful “DNA” of the object. Users were able to interact with each micro-universe and save a digital poster for WeChat moments. We also brought the micro-universe gallery to the event itself... allowing everyone to explore others’ micro-universe in real-time. With people’s sharing, our experience had a great success and also brings the even more new comers.

List the results (30% of vote)

This experience has reached 8 million users and generated 1.5 million unique views of over 500 thousand micro-universe. The average user experiencing time has reach almost 3 minutes which is many times higher that a normal h5 event in Chinese market. At the same time it converted almost 2 million views online, making this year’s WE Summit an even greater success.

Links
Supporting Webpage