YCOMMS, Shanghai, Mainland China: Pokémon Shanghai X Shanghai Library Reading Promotion Campaign

Essay of up to 525 words

Total 517 words used.

Background

Pokémon is one of the most favored IP among Generation Y in China, however, there’s a recognition gap among the new generation. On the occasion of PTCG (Pokémon Trading Card Game) China launch, the company would like to establish a campaign to build and maintain positive brand image and social influence, simultaneously, radiating to parent-child families to help cultivate new generation of audience group. 

Strategy

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 to enrich people’s reading experience and promote reading, especially for parent-child group.

Execution

Launch a series of interactive reading promotion activities utilizing Pokémon IP assets as well as Shanghai Library’s cultural resources, of which it consists:

• 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)

Innovation

• Tailored high quality interaction content development: 

To highlight the “readability” and “intellectual enlightenment” character, the graphics & text on PTCG are redesigned into entertaining reading and gaming tools (e.g.: logical reasoning puzzles, coloring cards, crossword puzzles, etc.) 

• Revitalization of traditional culture: 

The design elements integrated in the reading room and event materials such as KV, reading promotion mechanism booklet and seals are generated from Shanghai Library’s classic collection (calligraphy and patterns on ancient books) which enables the traditional culture to appear in a modern way.

Results (Up till Apr 10^th, 2024)

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
• Highly positive tonality. The cooperation is 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 (Reservation Only): engaged 495 groups of families (1 day a month for 11 months)
• Pokémon Reading Room (Reservation Only): engaged 7280 individuals including 1312 groups of families (5 months)