Spikes Asia

5G Kung Fu Showdown

OGILVY, Beijing / HUAWEI / 2021

Awards:

5 Shortlisted Spikes Asia
Presentation Image
Supporting Content
Demo Film
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Overview

Entries

Credits

OVERVIEW

Background

To demonstrate low latency, high speed superiority of Huawei 5G and Huawei Mate 30 Pro 5G.

Idea

5G Kung Fu Showdown is a real-time, multi-sensory virtual showdown between 2 fighters. From 2 different locations. Using Haptic Suits, Armbands & Haptic Foot Straps. With low latency 5G speeds, each punch and kick was immediately felt miles away in their respective locations.

Strategy

Targeting China's young mobile generation 15-24. We wanted to demonstrate the possibilities and applications of low latency, high speed superiority of Huawei 5G and Huawei Mate 30 Pro 5G. By combining traditional martial arts with modern real-time 5G technology, we showed how 5G speed can make content to China's young mobile generation - more immersive and experiential.

5G Kung Fu Showdown was created amidst the backdrop of China's massive e-sports following. That has ironically swayed the younger mobile generation to fighting games instead of actual, real, traditional Kung Fu itself. With the popularity of traditional Kung Fu fading, 5G Kung Fu Showdown helped the brand reconnect e-gamers to an actual, multi-sensory, real Kung Fu Showdown, in a more immersive way.

Execution

5G Kung Fu Showdown connected 2 exponents for the ultimate, multi-sensory virtual martial arts showdown. Between a real Kung Fu master and an e-sports gamer from 2 different locations. Using real-time movements from Optic HMD Tracking, Optic Leg Tracking, IR Positional Tracking, data from virtual fight was tracked and rendered in real-time with 5G speeds.

With Haptic Suits, Armband & Haptic Foot Straps, each punch and kick was immediately felt miles away in their respective locations. The fight took place in a custom Virtual Arena built on UNITY - featuring 6DoF (Degrees of Freedom). Using real-time movement data from Optic HMD Tracking, Optic Leg Tracking, IR Positional Floor Tracking,

2 months campaign duration from 6 Jan 2020. And was launched on China's major media channels: Wechat, Weibo, BiliBili, Douyin, TenCent Digital, Toutiao, NetEase News and Sohu.

Outcome

In a time of virtual reality and immersive gaming - real, authentic Kung Fu regained a significant foothold again and became a subject of discussion and generated buzz among China's young mobile audience. Generating engagements on China's leading social platform - Weibo with over 90 million views and 50,700 user interactions alone. And over 160 million media impressions. Ultimately, 5G changes the way gamers view e-sports. From just networked multiplayer gaming - to multi-sensory immersive experiences.

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