C H A L L E N G E
Tencent has played a big role in shaping China’s internet landscape as well as influencing its culture and mindset; from the way consumers pay, to the content that entertains them. In recent years, UP brings together developers and media for talks and insights with Tencent experts and a first look at Tencent’s latest products. Tencent aims to push harder in 2018 to cultivate and influence a positive creative culture that will spark a cultural elevation in the internet entertainment industry. Hence, coining the term 新文创 (Neo-Culture Creativity).
The event was held at China National Convention Center in Beijing, which has many restrictions and limitations, making it difficult to customize structures and spaces. It could not house more than 2000 people at a time. How do we weave together an event that houses multiple content styles, and yet coming together to celebrate the launch of a new culture? How do we connect with partners and media, but at the same time, reaching the consumers in a unified message?
S T R A T E G Y
新文创 (Neo-Culture Creativity) enables us to targeted to 3 segments of audience, weaving multiple IPs and key messages seamlessly.
To Government, To Business, To Consumer.
We pivoted the entire event to prioritize online viewing (the largest audience base) first through live broadcast. This changes everything. Unlike being physically at the venue itself, watching a live event online needs to be visually more captivating because audiences are confined to a small flat screen and loses the environmental factor. Everything about the event was carefully considered for online viewing; such as camera perspectives, space lighting and visual effects, and merged theatrical elements into the product context to create a certain kind of depth to the visual storytelling. Culture is better shared by people, with people. We invited globally renowned KOLs from various creative industry to use this event as a platform to share their ideas and insights. We then strategized digital channels and media to amplify reach on the internet through various digital platforms.
I N S I G H T
IGNITE THE PASSION.
There are 3 vastly different groups in the audience, looking for different inspiration. All of them are united at this event to fuel their passion for success in their domain. The strategic approach will therefore leverage on this mindset to shape its content
(experiential, live-stream and print).
C O N C E P T
WITH LOVE WE CREATE.
Our overall concept is to make the conference more human – to connect with developers and consumers alike, that all things are achieved through passion. With this theme, each product, KOLs’ topics and Tencent’s insights becomes an element to it, working towards a common focus. To deliver the theme, we then divided the experience into 3 main pillars of intent.
The focus was on how to bring our experience to life, to captivate audiences both online and on ground, first by tackling the feature stage via an innovative design and its innovative storytelling functions - the foundation of which the content lies. Our idea was to rethink the interaction beyond the stage and screen. Theater technology was pushed to its limit, bringing in multiplicity of LED screens, projection mapping, translucent veil coupled with theatrical performances and sound and light design.
E X E C U T I O N
We brought together numerous success stories and in-depth experiences from successful KOLs, and we interacted with users through online broadcast platforms to provide an immersive experience to our audiences. Famous international and national KOLs including Micheal Dobbs (author of House of Cards), Tim Yip (Chinese art director and designer for Crouching Tiger, Hidden Dragon, for which he won an Academy Award for Best Art Direction), David S.Goyer (writer and producer, known for Batman v Superman: Dawn of Justice) among many others came to share about their creative passion, ideas and insights.
S U P P O R T I N G M A T E R I A L S
R E S U L T
