The Wrath of Time was a Tencent in-house fantasy adventure show soon to be released online. The brief from our client was to create a creative event for the promotion of this show which could cross different channels. The objective of this campaign was to have the potential audience who were not aware of this show pay attention to it.

We set the core of the creative idea as one key role in the show, which is a rooster named Nu Qing. We designed and developed a Chicken Pecked Billboard in a landmark shopping mall in Shanghai. With the roosters pecking, the shape of the evil centipede and the information of the coming show were revealed gradually.

The objective of this project was to attract more audience to watch the show. The target audience were people who followed the trend of general entertainment. In the chaos media environment, we need more entertaining, more newsworthy events which met the interests of different media simultaneously to catch attention.

We built an installation with steel and glass in a landmark shopping mall in Shanghai, namely Chicken Pecked Billboard. It was a huge apparent box for more than 3 cubic meters. The passengers could easily see what was happening inside. We shipped 10 roosters from Xiangxi, the originating place of Nu Qing and placed them in the installation with grains of rice completely covering the ground. After 72 hours of restless pecking, a pattern of centipede was revealed on the floor, which was another key role in the show, the evil enemy against Nu Qing the Rooster, as well as the information of the coming show.

Over 3 days’ time, more than 112 thousand people visited the installation. Meanwhile, the idea triggered an abundance of free report on social media. Related post on Weibo reached 83.144 million post views, and 186 news reports on Weibo and WeChat. Besides, fans coverage was more than 102 million, and the cognation rate of The Wrath of Time grew from 12% to 69%. As a result, The Wrath of Time received a total of 2.98 billion views on Tencent Video and became the rating champion of all shows in the same broadcasting period.