Dunhuang Academy - "30 SECONDS OF LIGHT"

Tencent Shenzhen, China

672

Marca: Dunhuang Academy
País: China

Anunciante: Tencent Inhouse

Titulo	30 SECONDS OF LIGHT
Agência	Tencent
Campanha	30 SECONDS OF LIGHT
Anunciante	Tencent Inhouse
Marca	Dunhuang Academy
Data da primeira Transmissão/Publicação	2022 / 2
Sector Empresarial	Serviços governamentais de informação
História	Dun Huang, known for the Buddhist caves with thousand-years of history. It is beautiful yet fragile. Over the years, the restoration of its murals has mostly relied on tourism. But it also speeds up natural erosion. Therefore, some kind of restriction has become necessary.
Filosofia	Tencent lab has created a mini-program for Dunhuang, to promote, and to bring up the public awareness of historical protection.Within the experience, users are able to choose any cave they like. Light up a candle through any amount of donation then enters the online VR experience. Still, for only 30 seconds. However, the 30-second-experience could be triggered again by each donation. MEDIA STRATEGY We found a perfect medial/PR time to launch the project- Chinese New Year’s Eve It’s the night when people share their love and prayers. Light up a light, Seek the Buddha’s blessing, and meanwhile become a Mogao cave protector.
Problema	30 seconds. It’s the time limit of murals under the spotlight. This means visitors will only have that 30 seconds to observe the mural. Indeed 30 seconds is definitely too short for a good experience. So why not move it onto the digital platform and make it meaningful.
Resultado	Total Visits / 8.09 million (the highest peak of the product). Independent users / 2,290,000 visits.
Tipo de Mídia	Interatividade
Comprimento	137 seconds
Mercado	China
Mais Informações	https://www.youtube.com/watch?v=6C7_EHjJrY0
Director executivo criativo	Akae Wang
Director de arte	Ivy Huang
Director de arte	Ken Lin
Director de arte	Sonja Xu
Director de arte	Dong Xia
Redator	Akae Wang
Redator	Yuanmeng Liu
Producer	Roy Zhang
Creative Studio	Stink Studios
Managing Diretor	Ramzi Chaabane
Producer	Katherine Lee
Producer	Lili Xiong
Director criativo	Addie Hao
Redator	Mark-Louis Brenndorfer
Production Partner	FINAL FRONTIER