Handheld Concert
Challenge
Rokid Me is a high-quality portable smart speaker that seeks to attract more consumers to take interest in this unique product.
Insight
Rokid Me produces beautiful sound quality,and can be controlled from the palm of the hand.
Solution
Handheld Concert is the first of its kind.We created a huge poster of 12 meters by 23 meters. A three-dimensional sculpted arm from girl’s body in the poster forms a large palm-shaped stage.A diverse group of musicians successively step onto the stage,their sounds ranging from deep and soothing cello, to rap full of firepower,to the soft sweetness of traditional Kunqu opera. This concert parallels the concept of ‘Rokid Me can be played in your palm every day.’
Result
The project was held in 9 cities including Shanghai and Hangzhou.
1.5 million people experienced the concerts.
690, 000 likes, shares and comments.
Over 300 media covered the campaign.
38% increase in purchases.
Rokid Me. The portable smart speaker.
掌上音乐会
简报
ROKID ME是一款高音质的随身智能音箱，它希望用一种特别的传播方式，吸引更多的消费者购买的这款产品。
ROKID ME是一款高音质的随身智能音箱，它希望用一种特别的传播方式，吸引更多的消费者购买的这款产品。
洞察
ROKID ME不仅音质优美，而且外形时尚、小巧，年轻人可以单手控制。
ROKID ME不仅音质优美，而且外形时尚、小巧，年轻人可以单手控制。
执行
这是一场史无前例的手掌音乐会。首先，我们创造了一张12米×23米的巨型海报，一只立体的雕塑手臂从画面上少女的身体中伸出，形成了巨大的手掌舞台。一个个音乐家陆续登上舞台，深沉舒缓的大提琴音，火力全开的RAP，清丽婉转的昆曲依次响起。我们以此传达了“拥有ROKID ME的便携智能音箱，这样的音乐会每天都可以在你的掌中上演”的理念。
这是一场史无前例的手掌音乐会。首先，我们创造了一张12米×23米的巨型海报，一只立体的雕塑手臂从画面上少女的身体中伸出，形成了巨大的手掌舞台。一个个音乐家陆续登上舞台，深沉舒缓的大提琴音，火力全开的RAP，清丽婉转的昆曲依次响起。我们以此传达了“拥有ROKID ME的便携智能音箱，这样的音乐会每天都可以在你的掌中上演”的理念。
结果
手掌音乐会在上海和杭州等城市举行。
150万人次观看与体验。
直播视频在抖音平台引发数十万人次的播放。
超过300个媒体主动报道此次传播战役。
150万人次观看与体验。
直播视频在抖音平台引发数十万人次的播放。
超过300个媒体主动报道此次传播战役。
ROKID ME，随身智能音箱
On the Tik Tok live platform alone, the live video of the event received hundreds of thousands of views on its first day.
A musician was playing the cello on the palm-shaped stage.
A rapper was rapping on the palm-shaped stage.
A opera musician was singing Kunqu on the palm-shaped stage.
AWARDS:
2020 Epica Awards Gold and Silver/China’s first-ever Epica Awards; Clio Music Bronze Statue; 98TH NY ADC 2 Bronze Cubes and 1 Merit a; Australasian AWARD Silver Pencil and Bronze Pencil; ADSTARS 3 Silver and 3 Bronze ; CANNESLIONS Finalist; ADFEST 2 Bronze and 1 Finalist; The One Show Awards Merit Awards; Longxi Awards 2 Silver Award; The LIA Chinese Creativity Show 2 Bronze Statue; DAwards 2 Gold; Shanghai International Advertising Festival Gold Award; Red Dot Winner; Best Outdoor Ads of the Week at BESTADS; Best Ads of the Week ADFORUM, ect.
中国历史上第一座欧洲创意节EPICA金奖、银奖/大中华区历史上第一座Clio音乐奖铜雕像/纽约ADC 艺术指导2座铜方块1项佳作/澳洲 AWARD 银铅笔铜铅笔/釜山国际广告节3银3铜 / 戛纳创意节提名/全球One Show佳作/Cresta Awards 铜奖/ADFEST 亚太广告节2铜/德国红点设计奖/数英奖2金/上海国际广告节金奖/龙玺华文2银/伦敦华文2铜/《BEST ADS》全球每周最佳户外创意/《AD FORUM》全球每周最佳等。
Client: Rokid若琪
Creative Company: The Nine Shanghai
Credits - Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copywriter: Candy Chen. Account Managers: Pei Yu, Huan Dong. Cellist:zheming Liu. Rap: Malasung. Kunqu Opera Artist: Chaoyue Wu. Sculptor: Qianyin Wang. Wire Team:A Hai. Designers: Jody Xiong. Photographers: Nicholas Siau, Wei Liu. Director: Jody Xiong. Editor: Qingxiang Tong. Producer: Niki Xu. Music: Smile Studio. Production House: Gwantsi.
Creative Company: The Nine Shanghai
Credits - Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copywriter: Candy Chen. Account Managers: Pei Yu, Huan Dong. Cellist:zheming Liu. Rap: Malasung. Kunqu Opera Artist: Chaoyue Wu. Sculptor: Qianyin Wang. Wire Team:A Hai. Designers: Jody Xiong. Photographers: Nicholas Siau, Wei Liu. Director: Jody Xiong. Editor: Qingxiang Tong. Producer: Niki Xu. Music: Smile Studio. Production House: Gwantsi.
