T-Mobile Digital, Case study Sea Hero Quest [video] 2 by Saatchi & Saatchi London

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Sea Hero Quest [video] 2

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Industry Telecommunications Services, Online Game
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Saatchi & Saatchi London
Executive Creative Director Rob Potts, Jason Romeyko, Andy Jex, Vasillije Corluka
Creative Director Matt Hyde
Creative Franki Goodwin, Will John, Rob Watts
Production Buf
Director Bibo Bergeron
Released September 2016

Awards

One Show 2017
Interactive Innovation In Interactive: Gaming Gold
Ux / Ui Innovation In Ux / Ui: Single Channel Gold
Mobile Gaming Bronze

Credits & Description

Titile: Sea Hero Quest
Agency: Saatchi & Saatchi
Brand: Deutsche Telekom
Country: United Kingdom
Advertising Agency: Saatchi & Saatchi, London
Entrant Company: Saatchi & Saatchi, London
Media Agency: Saatchi & Saatchi, London
Pr Agency: Saatchi & Saatchi, London
Production Company: Buf, Paris
Global Executive Creative Director: Jason Romeyko (Saatchi & Saatchi)
Chief Creative Officer: Kate Stanners (Saatchi & Saatchi)
Creative Director: Will John And Franki Goodwin (Saatchi & Saatchi)
Director: Bibo Bergeron (Buf)
Agency Producer: Laszlo Bederna (Saatchi & Saatchi)
Art Director And Copywriter: Franki Goodwin, Will John And Rob Watts (Saatchi & Saatchi)
Account Manager: Matilda Jones & Marta Jales (Saatchi & Saatchi)
Executive Creative Director: Vasillije Corluka (Saatchi & Saatchi Macedonia)
Sound Designer: Aaron Taffel (Grand Central)
Game Design Director: Max Scott-Slade (Glitchers)
Lead Designer: Bruno Di Lucca Goncalves (Saatchi & Saatchi)
Designer: Daniel Reeve, Barbara Gaiarim & Daniel Gomes (Saatchi & Saatchi)
Ui Design: Patrick Schofield (Freelance)
Landscape Artwork: Tristan Menard (Freelance)
Creature Design. 3d Modelling & Texturing.: Zhivko Terziivanov (Freelance)
Technical Director. Game Design.: Hugo Scott-Slade (Glitchers)
Sound Designer: Tim Garrett (Freelance)
Project Manager: Amie Mills (Saatchi & Saatchi)
Developer. Game Design.: Andy Barnard (Glitchers)
Planner: Charlie Brenninkmeijer & Jimmy Elston (Saatchi & Saatchi)
International Business Leader: Clare Shaw (Saatchi & Saatchi)
Creative Director. Game Design.: Matt Hyde (Glitchers)
Executive Creative Director: Rob Potts And Andy Jex (Saatchi & Saatchi)
Account Director: Sam Grischotti (Saatchi & Saatchi)
Website URL: http://www.seaheroquest.com/en...
Application URL: https://play.google.com/store/...
Application URL: https://itunes.apple.com/gb/ap...
Strategy:
Traditional dementia research was limited by access to participants. At most a study would be able to attract a couple of hundred participants and as a result the comprehension of the brain was always incomplete.Our approach was to revolutionize the way research data was collected by getting people to volunteer information and time. The insight that people on average spend 3 billion hours a week playing games, increasingly on mobile platforms, meant that a mobile game was the natural solution to our problem.We had 2 key audiences. Emotional Philanthropists are in search of ways to get involved in the issues they care about, to feel like they’re making a difference. The game, for them, needed to show that the impact they’re having on dementia is tangible and easy to share. The Casual Gamers, are looking for entertainment, something they can play for 2 minutes waiting for the train.
Campaign Description:
To be successful the game needed to be addictive and entertaining, ensuring that the science and the gaming were seamlessly integrated. Navigation was the answer. Navigational skills are one of the first cognitive functions dementia sufferers lose, and a popular gaming genre.The first mobile game that would challenge and record navigational skills of players around the world, and in doing so create a human benchmark for spatial navigation, against which dementia could be measured in the future. However, a game is only as good as the story it tells.We created a backstory about a father & son where you are retracing the father’s adventures by navigating your boat through five different themed areas. This simple but powerful tale of a son trying to save his father’s memories is the metaphor for what people are doing by playing the game. The only game where anyone can help scientists fight dementia.
Brief with projected outcomes:
When a scientific research project of this scale is undertaken, an Institutional Review Board (IRB) reviews the project to make sure the science is being done ethically and the welfare of humans participating as subjects in the research study are protected.
Execution:
Deutsche Telekom pulled together researchers and gaming experts creating a game big enough to make a dent in dementia. A true collaboration saw a telecom brand learn about medical research and University College London neuroscientists and Alzheimer’s Research learn about gaming. Our challenge was perfectly balance engagement and scientific utility, to capture the same quality of navigational data that’s achieved in a clinical trial, but hidden within an addictive mobile game. In doing so we would create the world’s largest open-source benchmark for human navigation. For all the work that went into the game, it would have all been for nothing if we didn’t get it onto people’s phones. Launched on April 18th in the UK, followed by a global launch in 16 languages, the game featured on Google Play. Over the next 2 years, a UCL team will be analysing the data, providing maximum use to the global scientific
Synopsis:
Deutsche Telekom’s fundamental belief is that “Life is for sharing.” Memories and the people we share them with are what really matter in life. This belief is at the heart of everything we do. Dementia is the single biggest threat to this belief. It is the next global health crisis; currently affecting 47.5 million people worldwide and that number is set to triple by 2050. It destroys memories, and not one person has ever survived. Despite the size of the problem, for every 6 research scientists looking into cancer there is only 1 researching dementia.There is no understanding of where dementia comes from, how to stop it, or even how to detect its earliest signs. To close the knowledge gap we needed huge and varied amounts of data.
Outcome:
In less than 5 days following global launch, primarily driven by PR, the game was downloaded over 500,000 times, and picked up by over 400 media outlets worldwide. We were Top 20 in App Store and Google Play across 40 markets, #1 free game in the majority of them. We used media and an influencer partnership with PewDiePie, reaching 3.2 million views in 24 hours. After playing a combined total of 58 months, players generated 725 years of similar, lab-based research – a rate of 150 times faster. The largest previous study into dementia reached only 599 participants. A seismic shift that entirely depended on the innovation and advancement of the smartphone technology that we have in our pockets. This is just the beginning – Sea Hero Quest and the benchmark it creates can become the first ever global diagnosis tool for dementia, guiding development and effectiveness of future treatments.