Cannes Contenders: Tencent China

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How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…

Each year, tens of thousands of children go missing in China. Most parents stand very little chance of seeing them again. We want to rescue these missing children in Golden 72 Hours. Tencent, the Chinese Internet company known for its QQ instant messenger, has come up with an innovative way: turning the social network into a missing children alert. Once a child goes missing, we use Location-Based Services technology to identify millions of QQ users located in the same city. QQ users within the radius of 120 kilometers will receive a push message on their smartphones, asking for help. They’re the key players most likely to help, share the information and draw public attention.

QQ Alert turns a social network of 860 million users into a missing children alert, 288 million users have joined our campaign so far.  We have used QQ Alert to find 54 missing children across China, 12 of them enjoyed family reunions. QQ Alert enables everyone to be a missing children rescuer in Golden 72 Hours.

Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.