| Title | HIDE 'N' SEEK |
| Brand | GM ENCORE |
| Product / Service | GM ENCORE |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company | OGILVY BEIJING, CHINA |
| Advertising Agency | OGILVY BEIJING, CHINA |
| Media Agency | HYLINK DIGITAL SOLUTIONS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Mikael Gustavsson/Simon Andersson/Andreas Areschoug/Anton Holmquist/ | Monterosa | Developers |
| Johan Stahle/Katrin Hjalm | Monterosa | Production Co./Producers |
| Monterosa | Production Company | |
| Peter Pan/Leon Lee/Jessica Zhou/Allen Hou | Ogilvy Shanghai | Project Mangements |
| Sascha Engel/Marc Violo/Rita Yang/Quetina Yang/Liwen Fan/Xiaoming Lai | Ogilvy Shanghai/Beijing | Agency Producers |
| Anders Fardig/Hans Wikstom/Magnus Hallsten/Mikael Gustavsson | Monterosa | Art Directors |
| Sascha Engel/Marc Violo | Ogilvy Shanghai | Copywriters |
| Sascha Engel/Johan Stahle | Ogilvy Shanghai/Monterosa | Creative Directors |
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
487,000 downloaded the app, making it a top-20 app for 7 straight weeks. The Encore was hidden over 8,500 times. The campaign received over 4 million comments and re-tweets, and increased Encore Weibo (China's Twitter) followers by over 30%, or 65,000. And their 6-months sales targets were met in just 6 weeks after the game began!
As the Hide 'n' Seek game took place in the streets, and anywhere and everywhere, the entire city was used within the media execution. After starting to play, users had to create a login, so we pushed them to use their weibo (China's twitter) account. This automatically sent a feed to their Weibo page mentioning that they had just started playing the game and inviting others to join them. While they were playing, at every capture of the car, their phone would take a photo of where the virtual car was found and automatically post it to Weibo with a message indicated they had just found the car. In addition, we created a nightly online show which recapped the days playing and broadcasted to over a half a million viewers. Offline events also invited automotive journalists to play the game. All media usage had the goal of gaining app downloads.
GM was introducing the Buick Encore to the crowded China market, and needed a way to get noticed. In China, while the SUV is a cherished commodity, it seldom leaves the city. So GM needed to find a way that would connect with the 30-something target and bring out the fun of exploring urban style. When this savvy, city-slicker target were kids, these Chinese cities were truly concrete jungles where the backstreets and alleyways were their playgrounds. So we re-invented the most universal traditional kids' game with a location-based mobile game app that turned their neighborhoods into the world's biggest ever game of Hide 'n' Seek. Once players found the virtual Encore, they had 3 minutes to hide it anywhere they liked. And after seven days, the personin each of the 16 participating citieswho kept it hidden the longest period of time won a new Buick Encore.