TAKEOVER

Bronze Spike

Case Film

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TitleTAKEOVER
ClientHP
Product / ServiceHP OMEN
CategoryC03. Messaging Campaign
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Media FRED & FARID SHANGHAI, CHINA
PR FRED & FARID SHANGHAI, CHINA
Production FRED & FARID SHANGHAI, CHINA
Contributing HP Beijing, CHINA

The Campaign

We took over the biggest mobile multiplayer 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.

Creative Execution

Using only in-game assets from Clash of Clans, 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. 35% 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 only). Finally the HP Omen laptop became the best selling gaming laptop in HP’s history.

The strategy was to takeover a specific mobile game which would be relevant to the HP - Gaming target (young male gamers). We 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.

Credits

Name Company Position
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
Links
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