Tencent/Shanghai G11 Advertising launches interactive campaign for Tencent Medipedia raising awareness on medical science

Tencent Medipedia is an online content platform, which provides scientific and reliable medical knowledge for internet users. However, after going online, it couldn’t attract consumers’ attention. Tencent/Shanghai G11 Advertising found that the general public feel that the medical science knowledge has nothing to do with them. So how do they attract their concerns to make medical science knowledge more widely discussed and disseminated.

To achieve exposure Tencent/Shanghai G11 Advertising created a H5 game ‘Hide and Seek’ with the 10 most influential world-wide viruses in history hidden in the game. They redesigned them artistically based on real virus structures and re-presented them to the public, so that the mysterious virus is no longer mysterious. People can stitch the pieces together and find antidotes of virus according to the game tips.

Through this interactive way, Tencent managed to interest people to have a curiousity about medical knowledge.

Tencent launched a game challenge on the WeChat social platform.

The campaign results were impressive:
1. Within 36 hours, 1 million UGC social posts were generated.
2. The highest score, 0.26 seconds, increased about 2 million RMB media exposure of earned media.
3. In just one week, Tencent Medipedia became the top 3 of medical apps, and ‘Hide & Seek’ brought 4.5 million new users to the APP.

The Tencent Medipedia APP has two platform systems, one in the Apple Store and the other in the WeChat system. This communication mainly focuses on the promotion on WeChat users. So the growth of 4.5 million users comes from WeChat, not from the Apple Store system.

VIEW THE CONCEPT

Credits
Agency: Tencent / Shanghai G11 Advertising Co.Ltd
Production Company: AmusedArt
Agency Producer: Ahjan Huang
Art Director: Shuang Xie
Art Director: Fan Fashiono
Art Director: Ken Lin
Art Director: Ivvy Huang
Copywriter: Zita Zou
Creative Director: Bamboo Ye
Creative Director: Rong Huang
Editor: DONG XIE
Editor: Sonja Xu
Executive Creative Director: Akae Wang
General Manager: Vincent Li
Project Manager: Hunt Zhang
Production Company Producer: Zheng Liu