Title | HIDE 'N' SEEK |
Brand | GM ENCORE |
Product / Service | GM ENCORE |
Category | B02. Consumer Products |
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/Serge Karetn | 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/Quetina Yang/Liwen Fan/Xiaoming Lao | 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 |
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.
We re-invented the most traditional kids' game with a location-based mobile game app that turned the target's neighborhoods into the world's biggest ever game of Hide 'n' Seek, this time players looked for a virtual Buick Encore. Once players found car, they had 3 minutes to hide it anywhere they liked. And after seven days, the person in each of the 16 participating cities who kept it hidden the longest period of time won a new Buick Encore.
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!
When this savvy, city-slicker target were kids, these Chinese cities were truly concrete jungles where the backstreets and alleyways were their playgrounds. So to capture their attention and bring back the fun and adventure of their childhood, the modern, smart-phone-assisted game came to life. It linked the target's childhood exploration perfectly with the SUVs proposition.