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About the Work
Tencent Youth Science Festival (TYSF), develop various of short science film for its online platform. How to expand the coverage is always the question. We need a PR trigger and also offline experience, to deliver our belief in fun education and to attract attention to the online platform.
First TYSF creates a PR story in communication by collaborating with Science for the science content. Second, the cinema is set up in Gansu, which is the Aeronautics and Space Centre of China. Third, we chose to launch this activation in rural countries where the education condition is relatively weak, to provide a story with more PR-value, deliver our belief and enhance the brand’s social responsibility.
The cinema toured in 10 schools with more than 40 events in two months. It’s a successful offline experience marketing bringing results to an online platform.
On each campus, we have setup the cinema that resembles the look of a space capsule, Students can enter the capsule with space suits for a rocket launching experience. The video is projected on the glass window so the students can enjoy learning through the beauty of technology.
The PR stories from the collaboration with Science and the activation touring in rural countries helped achieve in-depth collaboration with CAST and Tsinghua University, who joined and extend the project to 2022, aiming at serving 16 million youth.
Fun and experiential, is always the solution to dull education.
Not to mention we are providing a journey in space.
First TYSF creates a PR story in communication by collaborating with Science for the science content. Second, the cinema is set up in Gansu, which is the Aeronautics and Space Centre of China. Third, we chose to launch this activation in rural countries where the education condition is relatively weak, to provide a story with more PR-value, deliver our belief and enhance the brand’s social responsibility.
The cinema toured in 10 schools with more than 40 events in two months. It’s a successful offline experience marketing bringing results to an online platform.
On each campus, we have setup the cinema that resembles the look of a space capsule, Students can enter the capsule with space suits for a rocket launching experience. The video is projected on the glass window so the students can enjoy learning through the beauty of technology.
The PR stories from the collaboration with Science and the activation touring in rural countries helped achieve in-depth collaboration with CAST and Tsinghua University, who joined and extend the project to 2022, aiming at serving 16 million youth.
Fun and experiential, is always the solution to dull education.
Not to mention we are providing a journey in space.
2021 Awards
Total Points: 3
Merit Honor
Credits
Internal / In-House Agency
Tencent / Shenzhen
Production Company
Linkfilms / Shanghai
Art Director
Dong Xie
Ivy Huang
Sonja Xu
Zhenghan Cai
Copywriter
Zita Zou
Designer
Mogo Wu
Scott Xie
Zhenghan Cai
Director
Scott Xie
Director of Photography
Ximen Lu
Editor
Sonja Xu
Executive Creative Director
Akae Wang
Executive Producer
Joan Wang
Producer
Kimi Huang
Sky Zhang
Agency Producer
Ahjan Huang
Assistant Director
Mogo Wu
Brand Director
Derek Song
General Manager
Vincent Li
Project Manager
Justin Lu
Ninaw Lin
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