Product / ServiceMONUMENT VALLEY 2
CategoryD04. Spatial Brand Installation & Experience
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA


Name Company Position
Jie Yun Tencent Senior Brand Manager
Beibei Zhang Tencent Brand Manager
Yuying Zhou Tencent Brand Manager
Shu Yao Tencent Senior Designer
Wei Gao Tencent Senior Designer
Zhihai Xia Tencent Senior Designer
Kai Mao Tencent Senior Designer
Xixi Qiu Chocky Planning
Jiacheng Lin Chocky Planning
Jingyi Pang Chocky Planning
Yuxi Ouyang Chocky Planning

The Campaign

Our target audience consists of not just hard-core gamers. 70% of the players come from the fields of science, art, and architecture. The audience dabbles in architecture, design, photography, etc. They love traveling and are highly active on social media. However, traditional outdoor advertising usually lacks continuance and interactivity. Thus we came up with an innovative solution that we found a residential building, and made it be an eye-catching, interactive and lifelong billboard — the "Monument Valley in reality."

Creative Execution

First, we found the eye-catching “billboard.” After months of searching, we settled on La Muralla Roja in Spain, a residential building with game-like color and structure. Second, we transformed it into an interactive “billboard.” By taking the building’s advantage, we designed three interactive routes on site and brought the characters into real life. Meanwhile, we provided an AR game for visitors to immerse in the world of illusory adventure. Third, we officially renamed the building to the Monument Valley in Reality to make it a life-long “billboard.” Meanwhile, celebrities were invited to share their adventures there via live streaming. The “Monument Valley in Reality” caused a social media sensation, attracting many young people to imitate.

Indication of how successful the outcome was in the market

1. Five million people have played the AR games and 50 million have seen “the Monument Valley in Reality” via live streaming. 2. Reached 20 million downloads of the game. 3. As La Muralla Roja became a buzz, it brought more potential players to the game 4. We not only created a lifelong billboard ad for the game, but also promoted local tourism.