Buick Digital HIDE 'N' SEEK by Ogilvy & Mather Beijing

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HIDE 'N' SEEK

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Industry Cars
Media Digital, Interactive & Mobile
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Doug Schiff
Released May 2013

Credits & Description

Advertiser: GM BUICK ENCORE
Agency: OGILVY BEIJING
Category: Products
Advertising campaign: HIDE 'N' SEEK
Art Directors: Anders Fardig (Monterosa)
Creative Directors: Johan Stahle (Ogilvy Shanghai / Monterosa)
Agency Producers: Liwen Fan (Ogilvy Shanghai/Beijing)
Developers: Anton Holmquist (Monterosa)
Agency Producers: Marc Violo (Ogilvy Shanghai/Beijing)
Developers: Mikael Gustavsson (Monterosa)
Copywriters: Sascha Engel (Ogilvy Shanghai)
Art Directors: Hans Wikstom (Monterosa)
Agency Producers: Xiaoming Lao (Ogilvy Shanghai/Beijing)
Production Co. Producers: Katrin Hjalm (Monterosa)
Project Managers: Leon Lee (Ogilvy Shanghai)
Copywriters: Marc Violo (Ogilvy Shanghai)
Project Managers: Peter Pan (Ogilvy Shanghai)
Agency Producers: Rita Yang (Ogilvy Shanghai/Beijing)
Agency Producers: Sascha Engel (Ogilvy Shanghai/Beijing)
Developers: Sergei Karet (Monterosa)
Project Managers: Allen Hou (Ogilvy Shanghai)
Developers: Andreas Areschoug (Monterosa)
Project Managers: Jessica Zhou (Ogilvy Shanghai)
Art Directors: Magnus Hallsten (Monterosa)
Creative Directors: Sascha Engel (Ogilvy Shanghai / Monterosa)
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Production Co. Producers: Johan Stahle (Monterosa)
Art Directors: Mikael Gustavsson (Monterosa)
Agency Producers: Quetina Yang (Ogilvy Shanghai/Beijing)
Developers: Simon Andersson (Monterosa)

Brief Explanation
As the Hide 'n' Seek game took place in the streets. After starting to play, users had to create a login, so we pushed them to use their weibo (China's twitter) account. This automatically sent a feed to their Weibo page mentioning that they had just started playing the game and inviting others to join them. While they were playing, at every capture of the car, their phone would take a photo of where the virtual car was found and automatically post it to Weibo with a message indicated they had just found the car. In addition, we created a nightly online show which recapped the days playing and broadcasted to over a half a million viewers. Offline events also invited automotive journalists to play the game. All media usage had the goal of gaining app downloads.Over 487,000 downloaded the app, making it a top 20 app for 7 weeks running. The virtual Encore was hidden over 8,500 times, The campaign received over 4 million comments and retweets, increased Encore followers more than 30% (65,000 added), and hit the 6-month sales target just 6 weeks after the game began!