|Product / Service||HP OMEN|
|Category||A10. Use of Brand or Product Integration into Existing Content|
|Entrant||FRED & FARID SHANGHAI, CHINA|
|Idea Creation||FRED & FARID SHANGHAI, CHINA|
|Production||FRED & FARID SHANGHAI, CHINA|
|Media||FRED & FARID SHANGHAI, CHINA|
|PR||FRED & FARID SHANGHAI, CHINA|
|Contributing||HP Beijing, CHINA|
|Fred & Farid||FRED & FARID||Chief creative officers|
|Fred & Farid||FRED & FARID||Agency supervisor|
|Feng Huang||FRED & FARID||Executive Creative Director|
|Jean-Baptiste Le Divelec||FRED & FARID||Copywriter|
|Sonali Ranjit||FRED & FARID||Art director|
|Ben Chen||FRED & FARID||Agency supervisor|
|Vikrant Batra||HP||Brand supervisor|
We took over the biggest multiplayer community on the planet on Clash of Clans. (Top grossing app on both app stores). We engaged the mobile gamers right on their playground, using in-game items to write messages like: You think you’re a gamer? Mobile gaming is no sport. It’s time to play for real. Become a real gamer. We challenged casual gamers to level up, and bring their game to the HP Omen instead, before we launched a series of links leading to the Omen’s Webpage. This new kind of native approach within mobile games can have a big impact on mobile advertising in the next years.
Using only in-game assets, we first wrote a series of 100 messages that “aired” during 6 weeks like: You think you’re a gamer? Mobile gaming is no sport. It’s time to play for real. Become a real gamer. We challenged casual gamers to level up, and bring their game to the HP Omen instead. Gamer would see those messages each time they would attack us. Then we launched a series of links and Qr Codes leading to the Omen’s Webpage.
While this campaign can’t be monitored in a traditional way, we can confirm around 80 000 attacks on our different villages over 6 weeks in terms of engagement. 55% of the promotional links were activated. The website saw 300 000 visits during the same period (but we can’t attribute most visits from this campaign) Finally the HP Omen laptop became the best selling gaming laptop in HP’s history.
This campaign introduces a completely new form of mobile media advertising. We disrupted classic in-game banner advertising by creating a more native way to reach the audience. We used assets from a mobile game to spread messages within the game. The mobile game itself becomes the media.
The strategy was to takeover a specific mobile game which would be relevant to the HP - Gaming target (young male gamers). Media planning chose to take over the game Clash of Clans, which is the biggest multiplayer game on the planet (top grossing app on both appstores), and offers both visibility and creative opportunities