The Brief

Every year clients get the greeting cards from their agencies. But all of them are pretty much the same. Bates Taiwan wants to give our New Year’s greetings in a different way in 2011. We would like to impress our clients in an interesting way, to realize the concept of “Use your agencies’ brain well, and your brand will access success”.

Describe how the promotion developed from concept to implementation

Our idea is: Bates’ brain is the weapon. We found “gaming” is the best medium to deliver our message in an entertaining way: getting through challenges with our brain. We created the Bates combat game, the theme of it is to address: Use the brains to solve challenges. By re-creating the brains as characters from each team member, with the expertise and models. We addressed the most seen challenges while working with clients: With limited budget、For urgent cases、 criteria and formats、seeing everything impossible.

Describe the success of the promotion with both client and consumer including some quantifiable results

The idea is welcomed by clients. Most of our clients are impressed by it, 60% of them think this is very interesting and inspired them to plan a digital campaign in the future. Even more, we got some new business inquiries.

Explain why the method of promotion was most relevant to the product or service

Through this entertaining game, we expect our clients to realize that by working with your agency closely; your brand can access success.