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  • SUB CATEGORY :
    USE OF INFLUENCER
  • ENTRANT COMPANY :
    TOPIC & LOONG, BEIJING
  • TITLE :
    LIVE AGAIN
  • BRAND :
    KUAISHOU
  • ADVERTISER :
    KUAISHOU
  • AGENCY :
    TOPIC & LOONG, BEIJING
  • CREATIVE DIRECTOR :
    JACKY LUNG
  • ART DIRECTOR :
    JACKY LUNG/HONGYU LIU/WENXIONG LEI
  • COPYWRITER :
    YUHANG LI
  • ACCOUNT DIRECTOR :
    JANE WANG
  • ACCOUNT MANAGER :
    WEN ZHOU
  • CAMPAIGN SUMMARY :
    Many truck drivers used to live stream on Kuaishou platform. After their demise, the accounts are memorialized. Xiao Hui, an influencer with 1.6 million followers, is one of them.
    To raise awareness of altitude sickness and hypoxia to truck drivers, we revive Xiao Hui's Kuaishou account. Using AI technology, we recreate his voice and initiate an 8-hour live stream to share emergency knowledge, by traveling along the Qinghai-Tibet Highway.
    We convert the truck Xiao Hui once drove into an Aid Station. Collaborating with local stores along the route, the aid containers with oxygen tanks and supplies for drivers are settled. Moreover, we call on everyone to leave unused spare oxygen bottles in containers for those in need.
    We hope the Aid Stations set up by Live Again initiative will provide a lifeline for truckers.
  • CREATIVITY/IDEA/INSIGHT :
    The Qinghai-Tibet Plateau, with an elevation of 4500 meters, is known as the Death Zone by 30 million truckers in China.
    With an annual mortality rate of up to 5%, truck drivers primarily succumb to traffic accidents caused by altitude sickness and hypoxia.
    Our aim is to raise awareness of altitude sickness and hypoxia to truck drivers, and promote the memorialized account of Kuaishou.
    We revive Xiao Hui's Kuaishou account. Using AI technology, we recreate his voice and initiate an 8-hour live stream to share emergency knowledge, by traveling along the Qinghai-Tibet Highway.
    We convert the truck Xiao Hui once drove into an Aid Station, and set up more cooperative aid stations on the route.
  • STRATEGY :
    Many truck drivers used to live stream on Kuaishou platform. However, the mortality on Qinghai-Tibet Highway is pretty high, up to 0.5%.
    After their demise, the accounts are memorialized. We hope to revive some of the accounts so as to share the cherished memories and contribute to society continuously.
    We found a demised driver named Xiao Hui, a trucker and influencer with 1.6 million followers and 6.4 million likes, used to share vlogs about his driving life on Kuaishou. In 2018, Xiao Hui died of traffic accidents caused by altitude sickness and hypoxia on Qinghai-Tibet Highway, widely reported by the national press.
  • EXECUTION :
    We convert the truck Xiao Hui once drove into an Aid Station, in which we broadcast a non-stop live stream for 8 hours.
    Collaborating with local stores along the route, the aid containers with oxygen tanks and supplies for drivers are settled.
    Moreover, we call on everyone to leave unused spare oxygen bottles in containers for those in need.
    We hope the Aid Stations set up by Live Again initiative will provide a lifeline for truckers.
  • RESULT :
    The 8-hour live stream results in 9.6 million views and 7 million minutes view duration, with 8948 comments and 302,000 likes.
4 Aid Stations have been set up along the highway, and over 3200 oxygen bottles were handed out to trucker in 1 week.
    The Kuaishou social page about altitude sickness and hypoxia gets 1.21 billion views, with the awareness rise by 30% among truckers.
    Kuaishou will memorialize more accounts of the deceased, to share cherished memories and contribute to society.