| Title | THE GAME REPORT |
| Brand | BYTRO LABS |
| Product/Service | BYTRO LABS GAME DEVELOPING STARTUP |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
|
Production Company
|
LIGA_01 COMPUTERFILM Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| Till Diestel |
Serviceplan |
Executive Creative Director |
| Marcell Francke |
Serviceplan |
Creative Director |
| Lorenz Langgartner |
Serviceplan |
Copywriter |
| Franz Roeppischer |
Serviceplan |
Art Director/Screendesign/Graphic Design |
| Tobias Pieper |
Serviceplan |
Account Director |
| Frank Graefe |
Eat/Sleep/Design Gmbh |
Illustrator |
| Philipp Schmidt |
Freelancer |
Programmer |
| Sarah Neuner |
LIGA 01 |
Producer |
| Philipp Feit |
German Wahnsinn |
Sound Design |
| Constantin Von Zitzewitz |
Freelancer |
3d/Motion Design |
| Sven Wellbrock |
Freelancer |
3d |
| Johannes Peter |
Freelancer |
3d |
| Florian Dehmel |
Freelancer |
3d |
| Gabriel Doell |
Serviceplan |
Junior Copywriter |
| Andreas Heuschneider |
Serviceplan |
Junior Art Director |
Results and Effectiveness
The Business Report Game was sent out to more than 500 contacts worldwide:
Potential partners, journalists, bloggers and industry opinion leaders.
Within a week, we received more than 300 replies, with a total response rate of 94%.
The responses were overwhelmingly positive and led to ongoing conversations and personal invitations.
Among the many new business relationships generated from the Business Report Game, the most significant is with Swedish digital entertainment company „Stillfront Group“, with which Bytro has now merged „to become one of Europe’s leading cross platform providers of digital entertainment.“
Creative Execution
We created the first business report which is also a computer game:
The “normal” business report was written in text form. It was then edited, so that it’s elements could be used as Javascript code while remaining easy to read for anyone.
A game concept, design and code were created, in which all of the data from the report could be used as parameters for interactive gaming elements.
The “text”-code and “game”-code were matched into a single file so by changing the file extension, you could switch between text and game form. This file was sent out via email.
When you changed the file extension from .txt to .html, the business data became programming parameters for a game. So you could read about Bytro but also play Bytro. In the end, we provided a direct response contact form to continue the conversation on a personal level.
Insights, Strategy and the Idea
BytroLabs is a game developing startup from Germany, producing innovative browser games for more than 5 Mio. players worldwide.
To expand their business, they were looking for new partners.
For that purpose, they asked us to find a way to approach and engage relevant contacts in the most creative and surprising way. Generating conversations, pitch invitations and new business opportunities.
So they asked us to find a creative way to effectively start conversations with these decision makers. We knew we would compete for awareness, so we had to be most surprising and innovative – all while being on little to no budget.
Insight:
The best way to convince people of our product and business is to demonstrate it. So we let them experience both our game developing and business skills at the same time, first hand.