Title	UN APPART À LA CLÉ SAISON 3
Brand	SOCIÉTÉ GÉNÉRALE
Product/Service	BANK
Category	A08. ORIGINAL GAME OR USE OF GAMING
Entrant Company	MAGIC GARDEN AGENCY Paris, FRANCE
Contributing Company	MAGIC GARDEN AGENCY Paris, FRANCE
Contributing Company 2	LUMINI PARIS, FRANCE

Name	Company	Position
Christelle Tissot Grosset	MAGIC GARDEN	Account Director
Thomas Féminier	MAGIC GARDEN	Agency Producer
Julie Brun	MAGIC GARDEN	Account Manager
Andrew Houadec	Lumini	Executive Producer
Nicolas Paris	Lumini	Executive Producer

The Campaign

On the banking market, the issue of the first installation for students or young workers as already been treated by Société Générale competitors, butalways under the same perspective. Most of these campaigns were based on webseries or other forms of non interactives material. Un Appart à la clé is the first operation of its kind that offers a real gaming experience to the participants and is also the first operation that allows to actually win an appartement for one year. No specific restrictions or regulations to report.

Results

Objectives - To show its clients and prospects that they are the bank that accompany them in the most important moments in their life: their first installation - To give an international dimension to the operation to link it with the « Partir à l’étranger » program - After two previous editions, Magic Garden was asked to renew the gameplay and the user experience Big idea : - To give the opportunity to the subscribers to actually win an appartment for one year - Approach the 18-29 y.o with an all-new game experience 100% online, unlike the two previous editions where half of the game took place in real life. To provide an even more immersive experience to the players, we added a real story behind the game, involving a young student looking for a new appartement in order to get away from his weird and quirky roomate - To transpose the treasure hunt experience of the previous editions into a fully digital game, giving the players the same opportunities to explore several cities, in France and abroad and we thought that the best way was to take advantage of the great possibilities offered by Google Maps and Street View APIs. The operation : -A website : www.unappartalacle.com , devided in 6 levels taking place in Barcelone, Berlin, Toulouse, Rome, Lyon and Paris. Each level was introduced by a video explaining the story and the objectives to achieve. The player had to complete the 6 levels to access the final mission which consisted in a kind of labyrinth from which the player had to escape, covering as less distance as possible. -a mobile version of the game’s dashboard that allowed the player to acces all his account information and game progression on his mobile, and included a specific geolocation bonus.

A multichannel media planning was put in place to drive to the website. This was organized in two phases. Teasing phase diffusion of a trailer video presenting the game and inviting to subscribe on Youtube, Facebook and targetted websites. tag on an official TV spot broadcasted on top audience channels including TF1, M6, etc. Recruitment / gaming phase classic display and video campaign on Youtube, Facebook and other websites integrated partnership with one of the most popular radio amongst the youth : Fun Radio. Creation of a special mission dedicated to the radio into the game

In terms of participation the campaign was a huge success. Number of subscribers : more than 50 000 (4 times more than the previous edition) More than 1 millions views on Youtube 500 000 visits on the website Average visit duration : 3min To sum up : 7 levels, 21 missions, 12 bonus quests, 1 exclusive mobile mission, 8 hidden objects + Fun Radio objects.