Creative Execution

The actual appearance of Shinsegae Duty Free was used in this game, such as its key locations and brands in the store. The GUI, design tone and manner and more were appealing to Shinsegae Duty Free’s main target of women in their 20s and 30s. The UI/UX was designed so that anyone could easily enjoy the simple, touch-screen mode style of mobile game play.

During the 22 days of the promotion, it drew 71,701 participants, and the number of the brand’s WeChat fans grew by 10,641. On average, participants played at least 2-3 times, increasing the overall time spent on the brand account. These results led to the promotion being recognized as a case study on H5-Share.com, a representative Chinese digital marketing archive. The 100 1st place lipstick prize winners had their content shared on WeChat and Weibo, leading to additional interaction on these accounts. This led to record opens and interactions for that month. Coupons that were awarded to all participants led to actual visits and purchases at Shinsegae Duty Free.

In order to heighten the shopping atmosphere during the busy year-end winter season, Shinsegae Duty Free brand social media characters were used in a game that featured main spots in the store such as its Mirror Carousel and Sky Park, as well as actual brand stores that are currently in Shinsegae Duty Free. By playing the game, consumers were naturally exposed to the store’s actual layout and were able to learn more about it. The game challenged users to find 5 characters and items hidden in a large, colorful map of the store within 60 seconds. The competitiveness of the game was leveraged to promote shares of the game online, which led to increased growth of the brand’s social accounts.