Case Study from Azukisoft
Problem :
An advertising agency contacted us a few months ago as they were looking into the possibility of using a game to assist their client, GP Battery, in their advertising strategy for their product, Recyko Battery, and this has to be launched in tandem with their upcoming website. The target age group for this advertising campaign are young working adults in the 20s to 30s, who grew up with the internet, and the game has to emphasize the following points
- GP Recyko is an environmentally friendly product
- GP Recyko battery lasts longer than other rechargeable batteries
Oh, and 1 more thing, this game has to be developed from scratch in less than 1 month
Solution :
After sitting down with the client and brainstorming a few ideas, we proposed a racing game whereby the player controls an environmentally friendly battery powered car plus an online leaderboard to capture player data such as name and email for mailing purposes and to give out prizes sponsored by GP Battery. The game idea can be summed up in the following points
- Drive the car past certain checkpoints
- Car’s battery will deplete as the car drives further
- Player has to grab certain batteries on the road to replenish the battery meter
- But only Recyko batteries will give a bigger boost compared to other batteries
- Thus driving home the message that “Recyko lasts longer”
The online leaderboard allows players to see their score rankings and the top 10 players for the month will be entitled to a limited edition prize from GP Battery. We also made the art direction of the game emphasize a lot of green hues and tones to bring out the environmentally friendly message of the product.
Outcome :
The contest will run for 6 months until May 2010 and till date, the amount of players has exceeded our expectations and we are very pleased with the response with the racing game. The website and game can be located at http://www.gprecyko.com.sg/
This is a good example of how new forms of media marketing such as adver-gaming can help to strengthen audience engagement through interactivity. If you want to know more about such new mediums of marketing or about how mobile can help you reach out to a more targeted audience. Feel free to drop us an email at gibson@azukisoft.com
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