Dunhuang has been standing still in the wind and sand for thousands of years. Many murals are in desperate need of restoration. Which depends on its ticket income. Now both Dunhuang and Tencent pictures are forced to close due to the pandemic. Can these two unrelated brands get together to create some sparks? Maybe at the time bringing out more values to the whole society. Tencent picture created 5 micro-films based on 5 Dunhuang mural stories. Users can watch the micro-films through the app, dubbing the movie, or invite friends to dub the movie together. We will charge 1 RMB for each viewing. Generated a total of 6.2 million RMB ‘box income’ and all devoted to the mural restoration. We design the Dunhuang overview in the form of a long axis, which stands for film rolls. Once it moves, it becomes like a movie. Through the 10 billion user WeChat platform, we allow users to have an interesting social event at home. This dubbing idea also showcases the Chinese linguistic culture with hundreds of dialects.
Philosophy
This interactive micro-film was created by two unrelated brands, Dunhuang & Tencent Pictures. Both businesses were suspended due to the pandemic, but they decided to jointly launch a social entertainment project. Tencent Pictures made 5 famous Dunhuang murals into cartoons for everyone to play the role-dubbing game. Users can share publicly and invite others to watch for only a ticket price of 1 RMB. The "box office income" is all used as Dunhuang mural restoration fund. This allowed two brands to restart their new business models and successfully transformed them into charity ambassadors.
Problem
Dunhuang has been standing still in the wind and sand for thousands of years. Many murals are in desperate need of restoration. Which depends on its ticket income. Now both Dunhuang and Tencent pictures are forced to close due to the pandemic. Can these two unrelated brands get together to create some sparks? Maybe at the time bringing out more values to the whole society.
Result
Launched and running since January 15th, 2021. Advertising has lasted for 2 weeks. Experience is on WeChat mini program. PV over 30 million after 2 weeks of launch. UGC over 1.2 million. Raised a repair fund of 6.2 million for Dunhuang.