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TENCENT QQ's REBRANDING CAMPAIGN

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    TENCENT QQ's REBRANDING CAMPAIGN Tencent QQ

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    To a generation of Chinese Netizens, Tencent QQ is known for its cartoon avatars, games and virtual pets. And because of that, it could never shed away its childish image for instant chatting and games. To re-build brand image, we wanted everyone to realize that QQ is not just a virtual chat room, but a comprehensive digital platform that connects every Chinese person.

  • Industry:
    Media Companies
  • Services:
    Advertising
  • Office:
    Grey Beijing
  • THE CHALLENGE

    QQ’s brand value was underestimated by advertisers. Brand trust and consideration scores were decreased.

    THE REALIZATION

    To re-build brand image, we wanted everyone to realize that QQ is not just a virtual chat room, but a comprehensive digital platform that connects every Chinese person.

    THE SOLUTION

    We came up with this creative idea "One touch. One connection" (弹指间,心无间) that tugged at the heartstrings, and brought the idea to life through a series of films inspired by true stories. One story revolved around people who, even though were far apart in age, found ways to grow closer together. Another documented how relationships may lose its magic at times, but true love ensures people to find ways to connect. We even showed what it’s like to have a little bit of encouragement to help turn a dream into a reality. What’s more, these stories resonated with the audience as it felt as if they were their own stories.

    FAMOUSLY EFFECTIVE

    Online versions of these videos went viral. Tencent evolved its image from instant messaging to a platform that built meaningful connections. The idea also became one of the most talked about campaign since it launched and started new trend of heartwarming ads. Tencent QQ. The perfect example of how it is possible to be famously emotive and effective at the same time.

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