Title | HIDE 'N' SEEK |
Brand | GM ENCORE |
Product / Service | GM ENORE |
Category | A04. Mobile Games |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company | OGILVY BEIJING, CHINA |
Advertising Agency | OGILVY BEIJING, CHINA |
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 |
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!