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THE NIGHTJAR

basics
Industry: Beauty & Health
Media:Promotion & Event
Market:United Kingdom
Style: Minimalism
descriptioncnen
Describe the brief from the client
Our task was creating a brand awareness campaign for Wrigley’s 5 Gum to an audience of 18-24 year-olds - using the proposition ‘Stimulate your senses’. We understood the audience had no interest in most traditional advertising, and that gum wasn’t a very cool product anymore. Our solution was to create an experience that stimulated people’s senses in a very real way. We identified mobile gaming as the most relevant platform for the audience, and created a unique experience for it: a ‘video game with no video’.

Describe how the promotion developed from concept to implementation
The Nightjar is a chilling sci-fi horror game where users have to escape an alien infested spaceship using their hearing alone. The game uses groundbreaking 3D binaural sound technology and utilises the mobile platform in an exciting way. It features state of the art writing, game and sound design. The main character is played by Benedict Cumberbatch (from ‘Tinker, Tailor, Soldier, Spy’ and ‘Warhorse’). The launch strategy used elements of game marketing, with exclusive previews, limited edition posters and audio advertising leading people to the iTunes app store. Characters from the game tweeted the plot for months before the launch.

Describe the success of the promotion with both client and consumer including some quantifiable results:
The game was a success with audiences and within the gaming industry, breaking free from the stigma branded games sometimes carry. It was played over 275,000 times in the first 3 months of the campaign, and 5Gum’s Facebook page went from 0 to 35,000 fans in a few days without any direct incentive. It has had more than 500 reviews in the app store, with an average 4 star rating. It received acclaim in the gaming press: from PocketGamer to the Guardian newspaper. It got hundreds of brilliant user reviews like ‘f-ing amazing!’ and ‘Good app, poo-ed myself, tho!!!’.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Design:
Producer:
Director:
Animation:
Other credit:Creative Team: Mark Fairbanks/Thiago De Moraes
Interface Design: Neal Coghlan/Harry Osborne/Paul Grizzell
Game Production: Somethin' Else
Director Of Sound And Music: Nick Ryan
Technical Architect: Adam Hoyle
Game Wrangler/Voice Director: Tassos Stevens
Technical Architect: Jean Phillipe Altier
Developers: Trevor Klein
Game Design Consultant: Pete Law
Papa Engine: Daniel Jones
Site Production: Studio Rehab
awards
Cannes Lions International Festival of Creativity 2012
Silver Promo
Best Use of Games
Golden Award of Montreux 2012
Gold Digital
Consumer Products
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