Company: YCOMMS, Shanghai, Mainland China
Company Description: Founded in 2018, YCOMMS is an integrated public relations strategy consultancy with abundant consulting experience and industry resources across multiple fields, dedicated to provide tailored solutions for enterprises. Different from traditional positions of PR consultancy, YCOMMS is aiming to act as "Business Partner" to assist enterprises to explore and lock in opportunities in the market.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Corporate Responsibility
 Nomination Title: Pokémon Shanghai X Shanghai Library Reading Promotion Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
2023.5.15
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 146 words used.
Pokémon is one of the most favored IP among Generation Y in China, however, there’s a recognition gap among the new generation.
Meanwhile, just before PTCG’s (Pokémon Trading Card Game) official China launch, there’re negative reports on parents spending over 2 million RMB purchasing TCG for teenagers. Such over consumption case caused by addiction damages the image of TCG industry. Nevertheless, PTCG actually could be a beneficial game which exercise players’ logical thinking and strategizing abilities, meanwhile also expanding players’ social circle by trading cards and participating in competitions.
Based on the two challenges above, the company would like the agency to come up with a campaign (with creative idea) for brand & product intro as well as to take social responsibility to build and maintain positive brand image and social influence, simultaneously, radiating to parent-child families to help cultivate a new generation of audience group.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 239 words used.
The Planning
- Theme of “Reading Promotion”
Through market research, the agency found out that there’s still much needs of free parent-child public space that provides high quality interactive content. Considering the features of intellectual enlightenment, connection and artistry of PTCG itself, the agency finally chose to cooperate with Shanghai Library, the leading public cultural institution, to create a series of multi-dimensional reading promotion program through Pokémon extensions, integrating education and entertainment with innovative public cultural service experiences to enrich people’s reading experience and promote reading, especially for parent-child group, and promote the popularization of art, science and culture through reading.
The Creative
- Expand the boundaries of Reading
Reading is not limited to just books. Library nowadays can be marketplaces of ideas, community’s living room. We come up with a campaign consisting programs utilizing Pokémon IP assets as well as Shanghai Library’s cultural resources in the format of art exhibition, gaming workshop, and themed reading room, reconstructing the space in Shanghai Library and thereby bringing new experiences to the audience, expanding the connotation of both parties.
Media Development
- Owned
- Shanghai Library’s SNS accounts: diversified angles of campaign introduction, event highlight, readers’ interview, etc.
- A campaign page on Red (China version of Instagram + Amazon) to host information of campaign intro, videos & photo reviews of past activities, recent activity forecast and selected reader reviews
- Earned
- China mainstream media covering categories of general, lifestyle, gaming, parenting
- Paid
- Local aggregators
- Parenting KOLs
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 247 words used.
1) A two-month art exhibition featuring nearly 200 artworks in a range of genres that were created by over 50 illustrators based on PTCG, art installations and interactive reading experiences, which merge reading, appreciation, learning and exploration experiences; (2023. 5 – 2023. 7)
2) A one-year-long interactive workshop for families with children centering on topics of the 4 themes of Art Enlightenment, Traditional Chinese Culture, Observation and Memory, and Logical Thinking; (2023. 5 – 2024. 4)
3) A Pokémon themed reading room aimed at cultivating reading habits and sharing reading methods among teens with its tailored high quality reading content (selected books over 500 titles in 12 categories like biography, history, philosophy, art, environment and science) and reading promotion mechanism (by accomplishing certain reading missions, tailored seal can be collected and have the qualification to exchange for themed prizes), also, Pokémon themed interactive activities to improve graphic memory, logical reasoning and hand-brain coordination throughout the year. (2023. 11 – 2024. 11)
Impression:
- Media coverage: 825 media clippings with impression of 61 million
- Campaign hashtag social impression: 1.62 million
Coverage Quality:
- Reported by state-affiliated media and government platforms 62 times
- Regarded as a good case study for how cultural enterprises and public cultural service organizations can explore broad reading service innovations for the public
Interaction:
- Art Exhibition: 50K+ visits
- Themed Interactive Workshop: engaged 495 groups of families (1 day a month for 11 months)
- Pokémon Reading Room: engaged 7280 individuals including 1312 groups of families (5 months)
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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