{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF FILM & AUDIO","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TBWA\\CHINA, SHANGHAI","is_link":false},{"keyword":"TITLE","content":"THE YANGZHOU QIAO BEI MUSICAL SUITE","is_link":false},{"keyword":"BRAND","content":"YANGZHOU MUNICIPAL BUREAU OF CULTURE, RADIO, TV AND TOURISM, CHINA","is_link":false},{"keyword":"ADVERTISER","content":"YANGZHOU MUNICIPAL BUREAU OF CULTURE, RADIO, TV AND TOURISM, CHINA","is_link":false},{"keyword":"AGENCY","content":"TBWA\\SHANGHAI, SHANGHAI","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"JOANNE LAO","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"RONNIE WU","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"MO CHEN","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"RON DIAO","is_link":false},{"keyword":"AGENCY PRODUCER","content":"DORA ZHOU","is_link":false},{"keyword":"HEAD OF PRODUCTION","content":"CHRISTINE CHEN","is_link":false},{"keyword":"DESIGNER","content":"QIUYUAN LU","is_link":false},{"keyword":"CONTENT VIDEO DIRECTOR","content":"ALEXANDER KANG","is_link":false},{"keyword":"NB & OPERATION DIRECTOR","content":"YUN CHEN","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"CHARLOTTE FAN","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"MOD GROUP, SHANGHAI","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"GUANGXIANG CHEN","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"YAXIN ZHANG","is_link":false},{"keyword":"FILM PRODUCER","content":"ZHENGTU LI","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"BLACK CAT WHITE CAT, TOKYO","is_link":false},{"keyword":"MUSIC COMPOSER","content":"BLACK CAT WHITE CAT MUSIC","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"With bathhouse culture and Qiao Bei fading with the new generation of consumers, the goal was to promote \r\nthis culture by reintroducing it in a relatable, artistic, refreshing and engaging way. \r\n<br>\r\n<br>To shift this perception, we created the campaign by incorporating music and product design, showcasing \r\nits timeless cultural value in a way that was surprising and entertaining. This was further amplified with a key cultural event. In homage to the Yangzhou football team and their participation in the Jiangsu Football City League – \r\non the final game day, we created a Qiaobei symphony connecting Qiaobei with contemporary culture and consumer interest. \r\n<br>\r\n<br>The campaign has garnered enthusiastic feedback across China. On social media, mentions of “Yangzhou Qiaobei” increased by 385% and engagement rose by 209% during its launch, indicating a significant transformation in public awareness. The campaign's impact has extended beyond bathhouse culture to promote the city of Yangzhou.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"We see Qiaobei as transcending massage; it's a captivating art. \r\n<br>\r\n<br>To highlight its artistry, we broke conventions by creating “The Yangzhou Qiaobei Musical Suite”, incorporating music, design, digital and offline experience.\r\n<br>\r\n<br>Each rhythm of Qiaobei creates dynamic beats; by remixing the sound with creative music arrangements, \r\nwe created four distinctive music pieces. Each rhythm has a culturally rich name, and our music pieces convey their meanings while appealing to the new generation.\r\n<br>\r\n<br>Through music visualization, we designed bath towels with symbolic patterns that guide hand movements, featuring an NFC chip embedded in the packaging to access the music.\r\n<br>\r\n<br>On the final game day of the 2025 Jiangsu Football City League, we hyped up the excitement by bringing Qiaobei masters and the musical suite to the stadium, transforming the energetic Qiaobei rhythm into a symphony of passionate cheers for the Yangzhou football team, heroing Qiaobei and further igniting interest in Yangzhou.","is_link":false},{"keyword":"STRATEGY","content":"To understand bathhouse culture more deeply, we visited four historic bathhouses and had conversations with practitioners. We found that to deliver an effective massage while creating a rhythmic sound, practitioners need to have skillful techniques and rich experience. We realized that Qiao Bei is more than just a massage service; it is an art form imbued with rich culture and timeless beauty. \r\n<br>\r\n<br>Our mission was clear: to reintroduce Qiao Bei in a way that resonates with the modern generation and highlight \r\nits artistry. We tapped into the format that captivate the new generation—music and visual design—while harnessing key cultural moments and events to infuse fresh energy into this tradition.\r\n<br>\r\n<br>This campaign created an engaging cultural experience that invites a broader audience to rediscover the beauty of bathhouse culture. It not only highlights the artistry of Qiao Bei but also makes Yangzhou irresistibly attractive to \r\nthe new generation.","is_link":false},{"keyword":"EXECUTION","content":"At the four bathhouses, we engaged with practitioners and recorded four distinct sound rhythms. Each rhythm has \r\na culturally rich name. By remixing the rhythm with creative music arrangements, we created four distinctive music pieces expressing their cultural meaning in an unexpected way.\r\n<br>\r\n<br>Through music visualization, we designed four bath towels with symbolic patterns that guide hand movements, featuring an NFC chip embedded in the packaging to access the music.\r\n<br>\r\n<br>To maximize impact, we leveraged online and offline channels. The content was shared across Yangzhou Tourism Bureau's social media accounts and popular music platforms: Spotify, Apple Music, NetEase Cloud Music, QQ music.\r\n<br>\r\n<br>On the final game day of the 2025 Jiangsu Football City League, we hyped up the excitement by bringing Qiaobei masters and the musical suite to the stadium, transforming the energetic Qiaobei rhythm into passionate symphony of cheers for the teams further igniting interest and engagement and pride.","is_link":false},{"keyword":"RESULT","content":"The campaign has garnered enthusiastic feedback from people across China, who have discovered the rich stories behind this tradition, realizing just how cool it can be.\r\n<br>\r\n<br>On social media, during its launch period:\r\n<br>• Mentions of 'Yangzhou Qiaobei' increased by 385% \r\n<br>• Engagement of 'Yangzhou Qiaobei' increased by 209% \r\n<br>• Positive sentiment of 'Yangzhou Qiaobei' rose by 17.9%\r\n<br>\r\n<br>These numbers indicate a significant transformation in people's awareness and perception of Yangzhou bathhouse culture.\r\n<br>\r\n<br>Moreover, the campaign's impact has extended beyond bathhouse culture to promote the city of Yangzhou. \r\nOn social media, comments like 'This is the most sophisticated idea I've seen in tourism campaigns—love it! I want to visit Yangzhou!' reflect the enthusiasm. Yangzhou has sparked interest among young people across the country.\r\n<br>\r\n<br>This innovative approach allows the Yangzhou Culture and Tourism Bureau to stand out in a competitive market. \r\nThe content has become a valuable asset for sustainable engagement.","is_link":false},{"keyword":"URL 1","content":"https:\/\/towerpercussion.tzjjtech.cn","is_link":true},{"keyword":"URL 2","content":"https:\/\/qiaobei.tzjjtech.cn\/2\/","is_link":true}],"files2":[{"name":"BE13_002.mp4","type":"mp4"},{"name":"BE13_002_DI01L.jpg","type":"jpg"}],"count":2}