Tencent Shenzhen releases outdoor installation ‘IMars Cinema’ campaign for Tencent Youth Science Festival
Tencent Youth Science Festival (TYSF) and in house creative agency Tencent Shenzhen has developed a science campaign for TYSF’s online platform. An outdoor installation in the shape of a ‘space capsule’ with a huge space window was built in Gansu, providing students with an immersive experience.
To launch the campaign first TYSF created a PR story collaborating with Science for the science content. Second, the ‘space capsule’ cinema was set up in Gansu. Third, they chose to launch the activation in rural communities where education conditions can be relatively weak, to provide a story which delivered their beliefs and enhanced the brand’s social responsibility.
The cinema toured to 10 schools with more than 40 events over a two month period. The PR stories from the collaboration with Science and the activation touring in rural communities helped achieve in-depth collaboration with CAST and Tsinghua University, who joined and have extended the project into 2022, aiming at serving the concept to 16 million school children.