INTRODUCTION
In the highly competitive video platform market, how can we bring the most potential group of viewers, college students, closer to us without using promotions and discounts, and increase their brand affinity?
视频平台竞争激烈，如何不用促销与折扣的方式，拉近最有成长潜力的一群观众：大学学生，与他们之间的距离，让他们对品牌好感度加分？
CREATIVE
This time, we don't want to make an advertisement for them to watch. Instead, we want to make them the main characters of the advertisement. We have created a movie theater that only opens on college campuses, and invited college students to brainstorm and use the bed sheets available in their dorm rooms to build the entire cinema screen, as well as comfortable seats. We have also recruited the help of student organizations to promote the event and add more fun to their college lives, deepening their brand affinity.
這次，我們不想拍廣告給他們看，我們要讓他們成為廣告的主角。我們創造了一場只在大學校園裡開張的電影院，邀請大學生們集思廣益，運用宿舍中隨處可得的床單搭建整個電影院布幕，還有舒適的座椅。我們更號招社團力量一起宣傳，為TA的大學生活增添更多樂趣，加深對品牌的好感度。
There were 11 million discussions about the bedsheet movie theater online, and over 20 million students were actively engaged. Tencent Video's brand affinity has also increased significantly in their hearts!
網上出現了1100萬條對於床單電影院的討論，接觸了超過2000萬的學生群眾主動關注。騰訊視頻在TA們的心中，品牌好感度也提升了許多！
