Case study

A talent contest with no judges.

All around the world, Hennessy artistry brings together some of the most talented artists on stage for an electic mix of musical talents. 

Challenge

Each year, there are more than 5 big talent shows running on TV, so how does an online talent show can do something different to cut through?

Idea

Let the singers decide their own future - a talent contest with no judges. We designed the contest with a progressively escalating struture and gave all voting rights to netizens. Hennessy provides a training camp to the most loves singers and transform their artisty all the way to a big finale show with top celebrities in the country. No judges, but dreams. 

Result

15.5 MM video viewership and 11 MM votes. It generated 10MM RMB media value.