QQ Alert: Everyone Is A Rescuer

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Advertiser: QQAgency: TencentCountry: China

Objectives

The overall objective of the creative work was to boost QQ's reputation and brand image among the media and public, sweep their strong impression that: QQ is a relatively "old and outdated" instant messenger launched in 1999, with users declined in recent years because of intensive market competition.

Instead, we want to reintroduce QQ as a tech-driven brand, and showcase its Corporate Social Responsibility (CSR). We also want to increase QQ's market penetration and achieve commercial success by changing the public's impression.

Specifically, our objectives were:

Communications Objectives (Primary)

Reintroduce...

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