| Title | GOOGLE PLAYTOWN |
| Brand | GOOGLE INTERNATIONAL LLC, TAIWAN BRANCH |
| Product / Service | GOOGLE PLAY |
| Category | E03. Special Build |
| Entrant | R/GA Singapore, SINGAPORE |
| Idea Creation | R/GA Singapore, SINGAPORE |
| PR | ERA OGILVY PUBLIC RELATIONS Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Christer Eriksson | R/GA Media Group, Singapore | Regional Managing Director Strategy |
| Antti Toivonen | R/GA Media Group, Singapore | Creative Director |
| Sebastien Py | R/GA Media Group, Singapore | Producer |
| David Brown | R/GA Media Group | Regional Executive Creative Director |
| Samuel Poh | R/GA Media Group | Associate Creative Director |
| Jinglin Ang | R/GA Media Group | Senior Copywriter |
| Xinting Cheng | R/GA Media Group | Art Director |
| Mark Tipper | R/GA Media Group | Executive Creative Director |
| Noel Billig | R/GA Media Group | Group Executive Creative Director |
| Michael Armstrong | R/GA Media Group | Creative Director |
| Lachlan Williams | R/GA Media Group | Associate Strategy Director |
| Christopher Shie | R/GA Media Group | Associate Creative Director |
| Hamish Stewart | R/GA Media Group | Executive Creative Director |
| Alex Thoma | R/GA Media Group | Account Director |
| Catherine Ganapathy | PHD Singapore | Senior Account Director |
| Clement Chia | Offset SG | Creative Director |
| Richard Li | Google Taiwan | Country Manager Marketing, Taiwan |
| Melissa Lai | Google Taiwan | Google Taiwan Marketing |
| Amy Huang | Google Taiwan | Product Marketing Manager, Taiwan |
| Bryan Chiou | Google APAC | Product Marketing Manager, APAC |
Google PlayTown is the real world Google Play Store. It is a month long OOH experience that brought mobile games to the streets where people could really experience the fun and interaction of games themselves. This hub housed 1m mobile apps and games and over 70 titles from various developers and hosted daily events to engage people with real world mobile face offs and live YouTube streams with local celebrities. The gamified street activations were designed to have people experience mobile games in their everyday lives in surprising contexts. The largest individual activation was a tie up across 5000 7/11 stores where people got rewarded when they engaged through a mobile game. This Real World Google Play Store had 60 000 visitors over the month and 1 000 000 people watched the mobile gaming face-offs live on YouTube.