The idea was simple – to bring users to the Great Wall to enjoy the moon in the mid-autumn festival. Called “Moonments” -- the moon (mid-autumn festival) + moment (WeChat Moments), WeChat allows users to lift up their phones to find and focus on the moon in the sky, activating the journey. They are dived into one of the 10 parts of the Great Wall and navigate a range of layouts of the moon behind the wall. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message, create their own posters and publish on WeChat Moments.

We created an intuitive and immersive design by building up 3D model of both the moon and the 10 Great Wall Passes. The transportation design - from users’ real location to the moon and then dive into the Great Wall - changed users’ POV and gave a fresh feeling. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message about the moon, creating their own posters and publishing on Moments. Since users in China are used to fast, direct and fancy visual effects – it requires multiple steps to build up and to immerse the user with more efforts. Also, to secure the smooth experience for both IOS and Android users, we have to strike the balance between the design details and its file size.”

It took 3 months from creative development to final execution.

Within 12 hours, over 17.3 million WeChat users gathered on the Great Wall from across the world. And the sharing on WeChat created a boost on our social spreading. Moreover, around 1,680,000 participants became a protector of the Great Wall through the experience, contributing to the Great Wall renovation program.

This festive event well reflected WeChat’s proposition – connecting every one of the world.