SUB CATEGORY :

EXHIBITIONS AND INSTALLATIONS

COMPANY ENTERING :

BEIJING CREATIVE & INTERACTIVE DIGITAL TECHNOLOGY COMPANY LIMITED, BEIJING

TITLE :

HALF PIANO

BRAND :

HUAWEI

ADVERTISER :

HUAWEI DEVICE CO., LTD.

AGENCY :

CIG, BEIJING

CHIEF CREATIVE OFFICER :

DONGHAI LIU

EXECUTIVE CREATIVE DIRECTOR :

SHUO WU

CREATIVE DIRECTOR :

DAPENG GENG

COPYWRITER :

ZHENJUN JIA

CAMPAIGN SUMMARY :

ALTHOUGH 5G IS GRADUALLY ENTERING PEOPLE'S LIVES IN CHINA, MANY PEOPLE ARE NOT PARTICULARLY FAMILIAR WITH IT. AS A PIONEER OF 5G TECHNOLOGY, HUAWEI WANTS PEOPLE TO TRULY EXPERIENCE THE REVOLUTIONARY CHANGES BROUGHT BY 5G. WE SAWED A PIANO INTO TWO HALVES, SENT ONE HALF SEPARATELY TO SHANGHAI AND CHENGDU, WHICH ARE MORE THAN 1800KMS APART. A SET OF HUAWEI MATE30 SERIES 5G ARE PLACED ON THE SITE. BY HUAWEI MEETIME, THE AUDIO AND VIDEO IN TWO PLACES WERE INTERCONNECTED AND INTERACTED. STRANGERS SAT AND PLAYED IN FRONT OF HALF PIANO SEPARATELY IN TWO PLACES. EVERY LOOK, EVERY SMILE, EVERY ACTION, EVERY NOTE IS PERFECTLY SYNCHRONIZED, JUST LIKE SITTING BESIDE EACH OTHER. ON THIS MOMENT, 5G MAKES MUSIC SPAN THE DISTANCE AND BREAKS PEOPLE'S SENSE OF DISTANCE. IN A MONTH, THE TOTAL VIDEO PLAYBACK AMOUNT IS ESTIMATED AT 11.27 MILLION, THE TOTAL EXPOSURE AMOUNT IS ESTIMATED AT 97.8 MILLION.

THE BRIEF :

IN CHINA, 5G IS GRADUALLY ENTERING PEOPLE'S LIVES, BUT MANY PEOPLE ARE NOT PARTICULARLY FAMILIAR WITH 5G. IN THE STAGE WHERE 5G GRADUALLY ENTERS PEOPLE'S VISION AND STARTS COMMERCIAL USE. PEOPLE ARE FULL OF FRESHNESS AND CURIOSITY ABOUT 5G. AS FOR HOW 5G NETWORKS WILL CHANGE OUR LIVES, WHAT QUALITY EXPERIENCE WILL 5G PRODUCTS BRING US, CONSUMERS HAVE NOT YET HAD A RELATIVELY INTUITIVE FEELING AND UNDERSTANDING. AS A PIONEER OF 5G TECHNOLOGY, HUAWEI WANTS PEOPLE TO PERSONALLY EXPERIENCE THE EXTRAORDINARY EXPERIENCE THAT 5G PRODUCTS BRING TO USERS.

THE STRATEGY :

THIS CAMPAIGN IS MAINLY DESIGNED TO DEEPEN THE GENERAL PUBLIC'S AWARENESS OF 5G, SO WE CHOSE TWO DENSELY POPULATED CITIES, SHANGHAI AND CHENGDU, AND SET UP EXPERIENCE EQUIPMENT IN THE CORE BUSINESS DISTRICT WITH THE MOST CROWDS. THROUGH SOCIAL MEDIAS, THIS EVENT SPREAD QUICKLY AND AROUSE THE ATTENTION AND UNDERSTANDING OF THE AUDIENCE TO THE GREATEST EXTENT.

THE EXECUTION :

ON OCTOBER 20, 2019, WE SAWED A PIANO INTO TWO HALVES, MADE SPECIAL MODIFICATIONS AND SENT EACH SEPARATELY TO SHANGHAI AND CHENGDU, MORE THAN 1800KILOMETERS APART. WE PLACED A SET OF HUAWEI MATE30 SERIES 5G ON THE SITE WHERE HALF OF THE PIANO WAS PLACED. THROUGH THE FUNCTION OF HUAWEI MEETIME, THE AUDIO AND VIDEO IN TWO PLACES WERE INTERCONNECTED AND INTERACTED. STRANGERS WHO ARE 1800 KILOMETERS APART PLAYED IN FRONT OF HALF A PIANO SEPARATELY IN TWO PLACES. EVERY LOOK, EVERY SMILE, EVERY ACTION, EVERY NOTE IS IN FRONT OF THE EYES AND EARS, JUST LIKE SITTING BESIDE EACH OTHER. THIS MOMENT, 5G MAKES MUSIC SPAN THE DISTANCE AND BREAKS PEOPLE'S SENSE OF DISTANCE. EACH HALF PIANO PLACED IN TWO CITIES NOT ONLY INSPIRED PASSERS-BY TO STOP AND WATCH, BUT ALSO INSPIRED MILLIONS OF PEOPLE FROM THE TWO PLACES PLAYED TOGETHER WITH FOUR HANDS ACROSS TIME AND SPACE.

THE RESULT :

THE TOTAL VIDEO PLAYBACK AMOUNT IS ESTIMATED AT 11.27 MILLION, THE TOTAL EXPOSURE AMOUNT IS ESTIMATED AT 97.8 MILLION, AND THE TRANSMISSION COST IS 510,000. NOT ONLY DOES THE PUBLIC HAVE A MORE INTUITIVE UNDERSTANDING OF THE CONVENIENCE AND SPEED OF 5G, BUT ALSO IT IS THE FIRST TO LET PEOPLE REMEMBER THAT IN THE FIELD OF 5G, HUAWEI IS THE ALPHA.