IT'S OK TO PLAY

ClientPLAYTIKA
Category B02. Microsite
TitleIT'S OK TO PLAY
Product/ServiceSLOTOMANIA
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
Credits
Name Company Position
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 Campaign

To 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 Execution

All 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.