Thales on WeChat

Challenge

Thales came to us looking to leverage their presence in China around the time of the Zhuhai Airshow, at which they would be exhibiting. They sought to position themselves as tech-forward, global players who had a deep understanding of the culture and trends in local markets.

Insight

‘We Chat’ is the most popular communication channel in China. A combination of Whatsapp, Facebook, Twitter and Tinder, it is the main online place to meet people and chat, but also for brands to advertise. As the most popular platform, we created Thales’ animated advertising exclusively for We Chat.

Response

For the animations to be effective, we would have to optimise them for display across a range of devices. To ensure the project’s success we had to have a deep understanding of cultural nuance and tradition, we achieved this by engaging our agency partner in Beijing as well as working with a dedicated Chinese consultant to assess all aspects of the campaign – from copy and designs to imagery and animation.

The animation was received extremely well. Dwell times showed that users were engaged with the experience and that the aim of promoting the brand was achieved. Fun, but with a serious message this experience is instantly enjoyable and easy to share.

Impact
User coverage (ml)
File size (MB)
Loading Time (in seconds)
User coverage (ml)706.7
File size (MB)2.3
Loading Time (in seconds)1

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