HIDE 'N' SEEK

Short List
TitleHIDE 'N' SEEK
BrandGM ENCORE
Product / ServiceGM ENORE
CategoryA04. Mobile Games
EntrantOGILVY BEIJING, CHINA
Entrant Company OGILVY BEIJING, CHINA
Advertising Agency OGILVY BEIJING, CHINA

Credits

Name Company Position
Monterosa Production Company
Mikael Gustavsson/Simon Andersson/Andreas Areschoug/Anton Holmquist Monterosa Developers
Johan Stahle/Katrin Hjalm Monterosa Production Co./Producers
Peter Pan/Leon Lee/Jessica Zhou/Allen Hou Ogilvy Shanghai Project Managements
Sascha Engel/Marc Violo/Rita Yang/Quetinayang/Liwen Fan/Xiaoming Lai Ogilvy Shanghai 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

Brief Explanation

An online nightly show got things moving informing people about the game and the incredible prize. to start playing, users had to create a login, so we pushed them to use their weibo (China's twitter) account. This would 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, the 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. 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!

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