'Embrace the World in Henan: Hometown of Oracle Bone Scripts' Metro Event Wins the 9th OOH Contextual Marketing Award

The event "Embrace the World in Henan: Hometown of Oracle Bone Scripts", organized by Henan Daily on the day of "Little New Year" or xiaonian in Chinese, has recently clinched the gold medal at the 9th OOH Contextual Marketing Award.

搭乘一趟甲骨文主题地铁专列，穿越3000多年前的甲骨文世界，感受“年”在一起的快乐。由河南日报社等在春节前夕策划实施的“了不起的甲骨文——老家河南 ‘字敬’世界”活动，日前荣获“第九届金场景营销大奖”金奖。

The OOH Contextual Marketing Award, founded by "AOM Asia OOH," stands as the sole industry benchmark and annual award in the Asia-Pacific region focusing on scenario-based marketing in outdoor advertising, thereby promoting the enhancement of outdoor media value. Besides, it serves as a pivotal platform to showcase media strength and signal industry development trends, thus emerging as a premier accolade in China's advertising sphere.

金场景营销大奖由《AOM亚洲户外》创办，是亚太地区唯一专注于户外广告的场景化营销、推动户外传媒价值提升的行业标杆与年度大奖，是行业发展的风向标与展示媒体实力的大舞台，更是中国广告行业的顶级奖项之一。

Central to the event is the exploration of oracle bone scripts, featuring a range of themed activities, such as Chinese family surnames interpreted in oracle bone script, oracle bone-themed metro, interactions with international friends, and themed flash mobs. Employing a comprehensive, multimedia approach with bilingual English-Chinese coverages, the event aims to promote the oracle bone scripts and the Spring Festival culture to the rest of the world.

“老家河南‘字敬’世界”创意活动以甲骨文IP为主线，推出甲骨文版百家姓互动装置、甲骨文主题沉浸式地铁专列、外籍友人体验、主题快闪等,以全媒体行进式多维度多语种报道，实现线上线下一体、内宣外宣联动传播，推动甲骨文、春节文化走向世界。

Evaluation criteria for the Award include scene alignment and content creativity, audience engagement and interaction, secondary dissemination and sales conversion rates, and innovation and application of new technologies. Following rigorous scrutiny by 109 industry experts and online voting by 27,302individuals, the "Embrace the World in Henan: Hometown of Oracle Bone Scripts" event emerged as the winner in the Metro Category, triumphing over 500 competing cases.

本次金场景营销大奖衡量指标主要由场景匹配与内容创意、受众参与及互动、二次传播与销售转化率、新技术创新应用等四方面的实际表现所组成。经过109位分场景评委的专业评审和27302人的网络投票，“了不起的甲骨文——老家河南 ‘字敬’世界”案例从500多个候选案例中脱颖而出，斩获本届“金场景营销大奖”地铁类别金奖。

The event gained immediate passenger interest upon launch, triggering extensive online and offline media coverage and secondary dissemination. The HICC bilingual anchor's Vlog titled "Tick off Oracle Bone Script-themed Metro in Zhengzhou" received praise from netizens across the United States, Russia, Jamaica, Pakistan, Bangladesh, and beyond on international social platforms. Anyang City, the birthplace of oracle bone scripts, sent actors portraying ancient figures "Wuding" and "Fuhao" to the Zhengzhou metro, offering passengers an immersive cultural experience. Throughout the Spring Festival, the themed metro became a popular photo spot for travelers and institutions, drawing the attention of millions.

活动启动后，迅速引起乘客关注和争相打卡体验，引发线上国内外媒体报道和二次传播。双语主播出镜的Vlog《在郑州打卡甲骨文主题地铁》,在海外平台收获美国、俄罗斯、牙买加、巴基斯坦、孟加拉国等国网友点赞好评。活动现场体验引起国内外广泛关注，各地人士和国际友人也纷纷前来打卡，安阳市还派出“武丁”、“妇好”等赴郑州与主题列车梦幻联动，为出行的乘客带来了一场沉浸式文化“快闪”，也让郑州与安阳两座古都携手，为甲骨新世界增添了一抹新色彩。春节期间，乘客和机构陆续前来打卡互动，线上线下传播量达上亿人次，形成了甲骨文文化的又一次出圈。

Under the guidance of the Information Office of the People's Government of Henan Province, the oracle bone-themed event is organized by Henan Daily, the Department of Education of Henan Province and the Department of Culture and Tourism of Henan Province and co-hosted by Henan International Communication Center, Zhengzhou Metro and Today Consumer Weekly.

本次活动由河南省政府新闻办公室指导，河南日报社、省教育厅、省文化和旅游厅联合主办，由河南国际传播中心、郑州地铁集团有限公司、今日消费承办。（中文来源/今日消费 编译/童林）