👻 MR. WOO 👻

“Only old people observe it?” “Is it Chinese Halloween?”
The Hungry Ghost Festival is often misunderstood by many, and it’s often regarded as taboo to speak about. How can MCCY promote understanding in a fun and engaging manner?

How it worked

Meet Mr. Woo 👻, the world’s first Hungry Ghost Facebook chatbot!

Endowed with a friendly and entertaining spirit, Mr. Woo 👻 was programmed to cheerfully educate and answer curious questions about the Hungry Ghost Festival without judgment. To ensure that Mr. Woo 👻 provided content that was factually accurate, representatives from Taoist and Buddhist associations, as well as a local sociologist, were consulted.

Moreover, Mr. Woo 👻 was equipped with jokes, pop culture references, and witty banter to attract and engage with younger, more modern audiences. By integrating humor and references to current trends, the chatbot made learning about the Hungry Ghost Festival feel fresh and relevant. Mr. Woo 👻 even had the ability to share time and location-sensitive invites to ongoing festivities, offering users a chance to experience the sights, sounds, and flavors of the festival firsthand.

The chatbot proved to be a multi-pronged solution, improving intercultural understanding through creating interest, providing information, and encouraging meaningful cultural experiences.

AWARDS

Marketing Excellence Awards 2018 | Excellence in Social Media Marketing – Gold

Facebook | Featured on global best-in-class case studies page

Markies Awards 2019 | Government Sector Marketing – Gold | Digital – Bronze