30 seconds. That’s the maximum amount of time Dun Huang murals should be exposed to light, meaning visitors only have that 30 seconds to observe the mural. To help give tourists and visitors a longer and more meaningful experience, Tencent In House Shenzhen has created the “30 Seconds of Light” digital platform.
Dun Huang, known for its Buddhist caves with thousand-years of history. They’re beautiful and very fragile. Over the years, the restoration of its murals has mostly relied on tourism. But it also speeds up natural erosion. Therefore, some kind of restriction has become necessary.
Tencent lab has created a mini-program for Dunhuang, to promote and raise public awareness of historical protection. Within the experience, users are able to choose any cave they like. Light up a candle through any amount of donation, then enter the online VR experience. Still, for only 30 seconds. However, the 30-second-experience could be triggered again by each donation.
Tencent found a perfect medial/PR time to launch the project- Chinese New Year’s Eve. It’s the night when people share their love and prayers. Light up a light, Seek the Buddha’s blessing, and meanwhile become a Mogao cave protector.
Total Visits / 8.09 million (the highest peak of the product).
Independent users / 2,290,000 visits.
Client: Tencent in house
ECD: Akae Wang
Art Director: Ivy Huang, Ken lin, Sonja Xu, Dong xia
Copywriter: Akae Wang, Yuanmeng Liu
Producer: Roy Zhang
Creative Studio: Stink Studios
Managing Director: Ramzi Chaabane
Producer: katherine lee, Lili Xiong
Creative Director: Addie Hao
Copywriter: Mark Louis Brenndorfer
Production Partner : Final Frontier