30 SECONDS OF LIGHT

BACKGROUND
Dun Huang, known for the Buddhist caves with thousand-years of history. It is beautiful yet fragile. Over the years, the restoration of its murals has mostly relied on tourism. But it also speeds up natural erosion. Therefore, some kind of restriction has become necessary.

CHALLENGE
30 seconds. It’s the time limit of murals under the spotlight. This means visitors will only have that 30 seconds to observe the mural. Indeed 30 seconds is definitely too short for a good experience.So why not move it onto the digital platform and make it meaningful.

IDEA
Tencent lab has created a mini-program for Dunhuang, to promote, and to bring up the public awareness of historical protection.Within the experience, users are able to choose any cave they like. Light up a candle through any amount of donation then enters the online VR experience. Still, for only 30 seconds. However, the 30-second-experience could be triggered again by each donation.

MEDIA STRATEGY
We found a perfect medial/PR time to launch the project- Chinese New Year’s Eve
It’s the night when people share their love and prayers. Light up a light, Seek the Buddha’s blessing, and meanwhile become a Mogao cave protector.

RESULTS
Total Visits / 8.09 million (the highest peak of the product).
Independent users / 2,290,000 visits.