Campaign details

Award show: ROI Festival
Award category: Integrated Communications
Award level: Gold
Brand: Tencent Video
Brand owner: Tencent Holdings
Campaign name: '520: Love's Official Declaration Day' 
Agency: Tian Yu Kong
Industry category: Software & Network Services
Release date: May 2019
Budget: RMB 2-5 million
Country: China


Background

China has a plethora of e-commerce shopping occasions conceived by tech companies: Tmall created the famous Double Eleven or Singles' Day (denoted as 11.11), and JD started the 6.18 festival. As one of the largest online video platforms in China, Tencent Video also desired to find its own 'festival positioning' in the marketing calendar.

Objectives