IT'S OK TO PLAY
|Title||IT'S OK TO PLAY|
|Entrant||HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM|
|Idea Creation||HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM|
|PR||FCB GLOBAL PR New York, USA|
|Production||FUEL CONTENT Cape Town, SOUTH AFRICA|
|Ofer Kinberg||Playtika - Slotomania||General Manager|
|Mattan Levin||Playtika - Slotomania||Marketing & Monetization Vicepresident|
|Mickey Sonnino||Playtika - Slotomania||Director of Monetization|
|Sharon Tzvielli||Playtika - Slotomania||Marketing Project Manager|
|Andrii Skip||Playtika - Slotomania||IT Operations|
|Karen Corrigan||Executive CreaHappiness / An FCB alliancetive Management||Executive Creative Management|
|Geoffrey Hantson||Happiness / An FCB alliance||Chief Creative Officer|
|Kris Hoet||Happiness / An FCB alliance||Chief Innovation Officer|
|Elke Janssens||Happiness / An FCB alliance||Managing Director|
|Hans Smets||Happiness / An FCB alliance||Group Account Director|
|Marlen Fernandez Pando||Happiness / An FCB alliance||Account Executive|
|Niels Sienaert||Happiness / An FCB alliance||Creative Director|
|Tim Schoenmaeckers||Happiness / An FCB alliance||Creative Director|
|Pieter Claeys||Happiness / An FCB alliance||Concept Provider|
|Barbara Dzikanowice||Happiness / An FCB alliance||Creative Content Director|
|Eline Goethals||Happiness / An FCB alliance||Stategic Planner|
|Tuyet Hoang||Happiness / An FCB alliance||Digital Producer|
|Dries Lauwers||Happiness / An FCB alliance||Graphic Designer|
|Thomas Colliers||BLISS Interactive||Head of technology|
|Dinh Tran||BLISS Interactive||Website developer|
|Simon Spreckley||FCB Fuel-Content||Executive Creative Director|
|Nikki-leigh Piper||FCB Fuel-Content||Executive Producer|
|Steve Lewis||FCB Fuel-Content||3D & Motion Design|
|Lawrence Jaeger||FCB Fuel-Content||3D & Motion Design|
|Simon Nicholson||FCB Fuel-Content||Senior Designer|
|Hylton Tannenbaum||Bioscope Films||Video Production Director|
|Daniel Kaplan||Bioscope Films||Executive Producer|
The CampaignTo take the feeling of guilt head on we created 1440 films, one for each minute of the day, always reminding people why it’s ok to play that very minute. And by doing so, we took away their feeling guilt, with a touch of humor.To jumpstart the campaign we created a microsite: whyitsoktoplay.com. A real-time data-driven clock of content, perfectly in sync with your time zone, that shows you 1440 unique films, with 1440 whimsical reasons – based on real facts - to play Slotomania. Turning each film into a unique insight and a reason to play, without guilt.
Creative ExecutionAll 1440 facts about all 1440 minutes were turned into unique stories and via a ‘train of thoughts’ brought to a unique reason to play Slotomania, without a feeling of guilt. Resulting in 24 hours of unique data-driven content. The entire production – from data gathering till finished movies - of the 1440 films was done in 8 weeks only. To achieve that a small army of copywriters and creative directors were needed to script everything. Then we wrote an algorithm and allowed automation to help us out. 6197 stock clips were automatically generated based on keywords in the script. All the other words written were adapted into an automated kinetic typography. 30 editors did a human finishing touch, together with 35 hours of Voice off recording.
Campaign launched October 25th, so it’s way too soon for final results. But after just two days, the figures are looking no less than amazing. Here’s an extract: on average more than 5.000 people visit the platform every hour. With a peak of 1,200 visitors per minute at launch time! The conversion rate is 6.5%. The average time spent on whyitsoktoplay.com is stunning: 11.35 minutes! (compared to 3.37 minutes on average – Wolfgang Digital, average time on site benchmark). So instead of watching one ad, on average people decided to watch 11 Slotomania ads. The power of data-driven content we guess.
Each film is based on a real and relevant fact about that specific minute. Like this 1440 times. All those facts were collected from a variety of sources on the internet: Google, Wikipedia, all kind of blogs, studies and other open sourced information.
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