Art Sculptures Installation campaign for Tencent Video
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We All Love Watching Tencent Video

CHALLENGE
As one of the most active video streaming platforms in China, Tencent Video offers high-definition and fluent video entertainment experience for over 540 million active mobile users every month.  Now, the brand seeks expansion through innovation.

SOLUTION
We launched an installation art show in bustling Sanlitun, Beijing, creating a world in which even animals were crazy about Tencent Video. 
By peeping through a crevice, into a cave, or inside a broken egg, viewers observed a fascinating secret world. While a vivid anteater was creeping up on its prey and stretching its tongue, the ant in the cave, unaware of the predator, was still indulged in the movie on its phone. In the water, an octopus was holding a bucket of popcorn with one tentacle and a cellphone with another, enjoying Tencent Video with his frog friend, who did not even notice the mosquito bite. Inside a broken egg, the two heads of a tyrannosaurus were jostling for the only tablet. All these creatures holding smart phones and tablets were all deeply immersed in Tencent Video. Fun and bizarre, they brought joyful moments to the viewers. By attracting the crowds to stop by and take selfies with them, we conveyed the idea “We All Love to Watch Tencent Video” with a whimsical touch.

RESULT
Over 100 million online and offline views in 3 days.
The exhibition has won over 700 million exposure on Weibo (twitter in China).
In a recent investigation, Tencent Video rated No.1 in most often mentioned video streaming platform.

我们都爱看腾讯视频

挑战:
腾讯视频,中国最大的在线视频媒体平台,许多人通过它的APP, 享受高清流畅的视频娱乐体验。腾讯视频希望全新的方式与消费者沟通,吸引更多的人加入观看视频的行列。

创意:
我们创造一个“小动物都在看腾讯视频”的世界,在北京繁华的三里屯,发起了一场新奇的装置艺术展。
透过墙体裂缝、岩石上的洞、蛋孔...人们窥看到另一个难以置信的世界。每一根人造种植毛都清晰可见的食蚁兽,悄悄伸长了舌头,而即将成为美餐的蚂蚁,还在津津有味地看着电影;捧着爆米花的章鱼,头上被蚊子叮的青蛙,忘我的在水中惬意追剧;两只头的霸王龙和口中餐都在争抢着看大片。这些捧着手机和Ipad陶醉在腾讯视频中动物和怪兽,为观众带来许多欢笑和快乐。通过有趣的方式,传递了“我们都爱看腾讯视频”的信息。

结果:
3天内线上线下共吸引约1亿人次的关注。
在微博话题上获得超7亿的网络曝光量。
相比其他视频平台,腾讯视频无提示品牌提及率第一。


Client: Tencent Video
Creative:The Nine Shanghai
Credits -Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copy writers: Candy Chen, YiXiao Chen, Jun Cao. Designers: Jody Xiong, Lingwei Hong. Account Manager: Nancy Yang, Xin Yang. Production House: Gwantsi . Direc-tor: Jody Xiong. Photographer: Shanghai Faner Culture Communication