Tencent QQ Digital, Case study Qq Alert: Hope Never Dies [image] by Tencent Technology

Adsarchive » Digital , Case study » Tencent QQ » Qq Alert: Hope Never Dies [image]

Qq Alert: Hope Never Dies [image]

Pin to Collection
Add a note
Industry Software & Multimedia Productions, SaaS
Media Digital, Interactive & Mobile, Case study
Market China
Agency Tencent Technology
Creative Director Danny Li, Xian Yecheng, Li Hang
Creative Wang Ying, Wu Xili
Released February 2017

Awards

Cannes Lions 2017
Cyber Social: Use of Social Data & Insight Gold Lion
Mobile Technology: Data / Insight Bronze Lion

Credits & Description

Title: Qq Alert: Hope Never Dies
Agency: Tencent
Brand: Qq
Country: China
Entrant Company: Tencent, Shenzhen
Advertising Agency: Tencent, Shenzhen
Media Agency: Tencent, Shenzhen
Pr Agency: Tencent, Shenzhen
Production Company: Tencent, Shenzhen
Creative Director: Xian Yecheng (Tencent)
Senior Executive: Dowson Tong (Tencent)
Senior Executive: Yin Yu (Tencent)
Creative Director: Li Dan (Tencent)
Creative Director: Li Hang (Tencent)
Operations Manager: Liu Ling (Tencent)
Operations Team: Li Fengyan (Tencent)
Operations Team: Yang Xin (Tencent)
Pr Team: Sun Jiaji (Tencent)
Pr Team: Wang Liangliang (Tencent)
Engineering Team: Zou Hualin (Tencent)
Operations Team: Pan Hong (Tencent)
Operations Team: Yu Yuan (Tencent)
Creative Team: Wang Ying (Tencent)
Creative Team: Wu Xili (Tencent)
Engineering Team: Li Jilin (Tencent)
Engineering Team: He Zhuolue (Tencent)
Engineering Team: Zhang Jinlei (Tencent)
Engineering Team: Xu Kai (Tencent)
Engineering Team: Li Wanqiang (Tencent)
Execution:
·03/2016: Cooperated with the largest child-seeking NGO in China to find missing children.·05/2016: Launched "5.25 Finding Missing Relatives Day” live event.·11/2016: Connected with the Chinese Ministry of Public security system, and has achieved information pushing automation.·11/2016: Set up QQ City-assisted 2.0 system, using the cross-age face recognition technology and Deep-learning.·02/2017: Cooperated with the Ministry of Civil Affairs.·03/2017: Cooperated with the NGO National Rare blood group.
Campaign Description:
By deep-learning the transformation pattern of facial features, QQ has mastered the latest face recognition technology. The system is able to simulate a person’s appearances years ago from a photo taken today by eliminating the typical facial transformation through time. The accuracy has reached 99.8%. Change is no longer an unsolvable challenge. It means that finding missing kinsfolk through old photos becomes possible. The advanced technology allows for processing 50 million photos per second. The matching result is retrieved immediately. Thus, the chance for reunion is significantly increased.
Synopsis:
Children abduction cases occur in China every day, but only a few children who have been abducted can be recovered in a short time. Due to the cumulative time, the great changes of facial appearance has made it extremely difficult for people to find their beloved families by old photos. It has led to the majority of those who have been abducted cannot reunite with their families for several years or even decades. As one of the biggest social platforms in China, QQ Instant Messenger has more than 860 million users. QQ has Launched the “QQ Alert” project, which helps desperate people find their missing kinsfolk. We are able to make more reunions possible with better technology.
Outcome:
QQ Alert has launched a total of 286 cases, and 176 people was successfully recovered. In November 2016, we connected with the Chinese Ministry of Public security system to improve the authenticity and authority of case sources.Technology is bringing hope to all incomplete families. We cannot stop lost children from changing, but we are able to make more reunions possible with better technology.
Strategy:
The stray cases occurs every day, but only a handful of lost people are recovered. Because of the great changes of physical appearance caused by time accumulation, it becomes very difficult for people to find their missing kinsfolk through old photos. QQ is going to change all this. Equipped with the state-of-art facial recognition technology, and a database of more than 10 millions samples, it has conducted billions of trials.The cross-age face match accuracy achieves up to 99.8%. No matter how long the child has been abducted, one day or decades, as long as his/her family uploads the child’s photo, QQ Alert will start the Large-Scale Face Retrieval in massive photo gallery at a rate of 50 million sheets per second. The system will present the face matching results instantly and help people recognize their beloved missing folks.