Cannes Lions

“Special Train of Music Comments: See Power of Music” by NetEase Cloud Music

HANGZHOU NETEASE CLOUD MUSIC TECHNOLOGY CO., LTD, Hangzhou China / NETEASE CLOUD MUSIC / 2018

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Overview

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Credits

Overview

Description

NetEase Cloud Music (NCM) and Hangzhou Subway launched the campaign ”See the power of Music”, a special project that aimed to touch the heart strings of metro passengers. Under this campaign, 85 heart-touching music critics (UGC) were being extracted from NCM platform comment areas. Then these critics were putted on Hangzhou Metro Line 1 trains and Jiangling Road metro station, enabling passengers to feel the power of music with the 360°display

Execution

Through our insight into the user, we find that listening to music and taking the subway in common are "lonely". Through the touching music comments, let the music critics and readers get through to each other and let them know that there are many people in this world who have the same joy, sadness or anger as them. We can't eliminate loneliness from its roots, but we can make it less monotonous.

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“Special Train of Music Comments: See Power of Music"

HANGZHOU NETEASE CLOUD MUSIC TECHNOLOGY CO., LTD, Hangzhou china

“Special Train of Music Comments: See Power of Music"

2018, NETEASE CLOUD MUSIC

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