The award-winning Hunt Your Zodiac game has been a staple product from POSB for the last 3 Chinese New Years. There is, however, one problem. Since launching the game years ago, the game has never had a story behind the creation, and the attractive prizes has always been the only draw.
This Chinese New Year, we sought to give a new meaning and story to the game, that will enable us to market this game with intriguing stories of the zodiac animals for the years to come. We were however, limited to the narrative of the game, which was based on the love of food.
Marrying all the elements, we created a lovely backstory that got us imagining what happened to the animals after The Great Race, driving Singaporeans to remember the origins of the zodiac animals and the rich history behind the mythical tales of The Great Race. The best part? We drove people to play the game in record numbers.
This Chinese New Year, we sought to give a new meaning and story to the game, that will enable us to market this game with intriguing stories of the zodiac animals for the years to come. We were however, limited to the narrative of the game, which was based on the love of food.
Marrying all the elements, we created a lovely backstory that got us imagining what happened to the animals after The Great Race, driving Singaporeans to remember the origins of the zodiac animals and the rich history behind the mythical tales of The Great Race. The best part? We drove people to play the game in record numbers.
While we could not recreate the looks of the zodiacs in any way, we crafted our film in a beautiful illustrative landscape to imagine how these zodiac animals lived together in a magical land long before our time.
With the flat 2D styles of the game avatars, we also created a set of auspicious and uniquely cute stickers of the zodiac animals spreading joy and greetings to our users, with overwhelming usage of these stickers on digital platforms throughout the entire Chinese New Year period.
To sustain interest, we also tapped on KOLs and social content to further boost game play and recognition of the zodiac characters. By the end of the campaign, we recorded increase in brand love and a sharp rise in recognition of the product and game. Stay tuned for more lovely stories of the zodiac animals in 2023.
