| Title | REAL LIFE SNAKE |
| Brand | WYBOROWA |
| Product/Service | VODKA |
| Category |
B04. Mobile Games |
|
Entrant
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PERFECT FOOLS Stockholm, SWEDEN
|
|
Idea Creation
|
PERFECT FOOLS Stockholm, SWEDEN
|
|
Production
|
MADE BY FOREST Los Angeles, USA
|
Credits
| Tony Högqvist |
Perfect Fools |
Creative Director |
| Amit Raab |
Perfect Fools |
Producer |
| Philip Arvidson |
Perfect Fools |
Art Director |
| Mattias Mattisson |
Perfect Fools |
Art Director |
| Karl Nord |
Perfect Fools |
Motion Designer |
| Melissa Nilsson |
Perfect Fools |
Designer |
| Patrick Dry |
Perfect Fools |
Creative Director |
| Amelia Dale |
Perfect Fools |
Copywriter |
| Josefine Enelid Roos |
Perfect Fools |
Producer |
| Eric Karlshammar |
Perfect Fools |
Account Director |
| Tony Sajdak |
Perfect Fools |
Technical Director |
| Mikael Palm |
Perfect Fools |
Developer |
| Anna Lindequist |
Perfect Fools |
Head of Production |
| Stefan Lagergren |
Perfect Fools |
Developer |
| Kim Korte |
Perfect Fools |
Developer |
| Maceo Frost |
Made by Forest |
Director |
| Tussilago |
Tussilago |
Music |
| Made by Forest |
Made by Forest |
Film production company |
The Campaign
To encourage people to rally behind our cause and discover the thrills that go alongside a more daring approach to life, we needed a fun and engaging way to get the message out there. The solution was an app, that brought to life the classic game ‘Snake’ - a game our target audience remember fondly from youth. The essence of the game was simple. Players had to always visit new places and see how long they could last without crossing their path. Even the slightest crossover results in a game-over. Using the GPS of the phone, the app gave players a field of 10 x 10 km relative to their location.
Creative Execution
To launch the campaign at the end of february, we teamed up with social media personality Jon-Paul Piques in Los Angeles and gave him the first chance to explore his neighbourhood with our new game. We documented his adventures as he managed to stay in the game for 3 whole days. From the material we made a teaser trailer and launched it on Facebook and Youtube. In the trailer, Piques introduced the app and challenged his followers to try it. We combined it with a media mix of Facebook and Instagram to make sure as many as possible of our targeted groups could see the campaign.
To launch the campaign at the end of february, we teamed up with social media personality Jon-Paul Piques in Los Angeles and gave him the first chance to explore his neighbourhood with our new game. We documented his adventures as he managed to stay in the game for 3 whole days. From the material we made a teaser trailer and launched it on Facebook and Youtube. In the trailer, Piques introduced the app and challenged his followers to try it. We combined it with a media mix of Facebook and Instagram to make sure as many as possible of our targeted groups could see the campaign.
70% of our core audience claim to suffer from FOMO (fear of missing out) but at the same time, they also feel bored with their everyday routines, could we tap in to these two trends and provide a solution? (audience based on two major surveys performed in the US/UK ages 18-32). Wyborowa doesn’t have the marketing budget of Absolut or Smirnoff. So to grab attention with a limited budget, our marketing strategy was highly dependent on social media. We collaborated with well-known social media influencer Jon-Paul Piques, who is hugely popular amongst our target audience - and gave him the starring role in our campaign. And as everyone owns a smartphone, we made sure the campaign was entirely mobile, so as many people as possible could interact with the app, teaser trailer on Youtube and the social media channels used by our influencer.