The annual Cannes Lions International Festival of Creativity (Cannes Lions) – the world’s most influential advertising and creative communications event – took place from 18th to 22nd June. This year, Tencent joined hands with chief marketing officers (CMOs) and brand communications leaders from 25 of the world’s leading enterprises to establish the inaugural CMO Growth Council at Cannes. Hosted by the Cannes Lions and the Association of National Advertisers, the Council was created as a platform to drive discussion, collaboration and implementation among global marketing leaders. Shengyi Liu, Senior Executive Vice President of Tencent, Chairman of Tencent Advertising and Chairman of Group Marketing and Global Branding, was the only Chinese corporate representative invited as a broad member of the Council.
On June 21, Liu attended the first board meeting of the CMO Growth Council and shared his industry insights on the roles of marketers with fellow board members. “Marketers need to focus not only on business value but also the long-term impacts and changes in economic behavior in society. That is why the full integration of technology and culture should be the starting point for marketers to consider,” said Liu. During the session, Liu also introduced the unique experience Tencent has created for a billion users in China, an experience centered around the unique role of technology and culture in advertising and marketing, and its long-term impact on society.
The Cannes Lions is the largest event for the advertising and creative communications industry in the world. It brings together global trends on creativity and digital culture and promotes exchange and understanding between the East and West. As an essential component of this year’s Cannes Lions, Tencent Advertising hosted more than ten presentations, industry discussions, and customer interviews. These events attracted thousands of representatives from global technology enterprises, corporate clients, marketing gurus and industry experts, who joined together to learn more about Tencent’s insights on China’s market trends, as well as the company’s experience with innovation and creative solutions.
Creating an exceptional experience for a billion users through “technology + culture”
In his themed keynote speech, Liu highlighted Tencent’s positioning as a technological and cultural corporation with a strong foundation in Internet technology and shared the experience of creating exceptional user experiences for one billion users, through the convergence of technology and culture. In this digital era, users are looking for both empathy in shared experiences as well as personalized experiences that enable self-ex
With the convergence of technology and culture, as well as the creation of unique user experiences, new tipping points of digital culture will emerge. The WeChat red packet is a perfect example of combining mobile payment and Chinese tradition, which has led to a tipping point in Chinese digital payment development. Another example is the “99 Charity Day”, which leverages mobile payment to educate the public about the culture of philanthropy. “The integration of technology and culture has stimulated the emergence of new digital culture, leading to a new era of civilization – digital civilization,” Liu added. “Digital civilization will release personal creativity on a massive scale while ensuring equality, universal benefit and a sustainable development model that helps connect the world to form one digital community.”
Introducing the “Digital Global Museum” Initiative
To facilitate the construction of the “Technology + Culture” ecosystem, Liu announced the launch of Tencent’s “Global Digital Museum Open Platform Initiative,” which targets museums and cultural organizations around the world. By opening up the platforms of Tencent Cloud, Tencent Maps, and WeChat ap
The “Global Digital Museum Open Platform Initiative” was introduced following Tencent’s successful experiences in creating similar programs in China. In 2017, Tencent forged strategic collaborations with heritage institutions such as the Palace Museum and Dunhuang Academy to provide digital solutions for preserving and promoting cultural heritage through the integration of digital technology and Internet service platforms. More users, especially the youth, would be able to experience the unique culture and historical background of Dunhuang Mogao grottoes, a symbol of ancient Chinese civilization and world cultural heritage with significant value in history and art. Earlier this month, Tencent and Dunhuang Academy jointly launched the “Digital Donor” charity program, which featured 35 disappearing Dunhuang murals in a creative and interactive showcase. The program encouraged people to play a role in the promotion and preservation of Dunhuang culture through donations. Within the first day of the launch, nearly a million users had donated to the cause.
Ahead of this year’s Cannes Lions, Tencent also kicked off the NEXT IDEA Innovation Contest with Art Exhibitions China (AEC) at the Louvre Museum in France. The contest brought together top museums and cultural organizations in the world, including the British Museum, the Great Wall of China, the Palace Museum, Dunhuang Academy, and the Emperor Qinshihuang’s Mausoleum Site Museum to showcase dozens of extremely precious cultural heritage paintings. With the aim to inspire creativity among young talents, the showcase included “Panoramic Landscape” by Wang Ximeng, “Along the River during the Qingming Festival” by Zhang Zeduan, “Mona Lisa” by Leonardo da Vinci and the “Admonitions Scroll” by Gu Kaizhi.
Moving forward, Tencent will continue to promote the “Global Digital Museum Open Platform Initiative” in various parts of the world to encourage cultural exchange, enhance understanding of cultural diversity, and nurture a global vision among the next generation of talents.
Launch of an open marketing ecosystem and the showcase of smart retail solutions in China
The Cannes Lions “China Day” was represented by Tencent, with Vice President Steven Chang delivering the keynote speech. “Brand marketing faces various challenges and digitalization provides an opportunity for brands to stay competitive,” said Chang. At the panel session of “Onward and Upward: Where Does China’s Innovation Take Us Next?”, Sophia Ong, General Manager of Strategic Partnership and Key Account Service, Tencent Online Media Group, joined other senior marketing executives to discuss how international brands can leverage creative Chinese marketing concepts to explore new opportunities. Other panelists joining the discussion included Asmita Dubey, Chief Digital Officer, Consumer Products Division, L'Oréal; Matt Che, VP Marketing, AB-InBev APAC North; and Minyi Zhang, Deputy General Manager of Tencent Social Ads.
In addition, Tencent also hosted a series of Tencent Cannes Lions roundtables and case study sharing sessions that focused on the recently launched "Tencent WE+" marketing service, discussing market insights and marketing trends with industry elites. "Tencent WE+" marketing service is a system developed ba
At the session ti
Ms. Ying Yu, Vice President of Carrefour China, a Tencent business partner, shared her experiences in smart retail. “Carrefour leveraged data and technology to drive product development and customer purchases, as well as to upgrade our customer service. It also helps us discover consumer needs, enhances purchasing experience and transforms to a membership model. Our CRM system, which connects to WeChat Pay, was created ba