ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Events / Stunts / Competitions
Annual ID
OA22_EX002S
Description
In 2021, China imposed a gaming ban that saw 532 million Chinese gamers lose their right to play for more than 3 hours a week. What was bad news for another country became the best news for our struggling hotel business. From a trending problem, we created an entirely new travel experience. For the first time ever, we created the Gamer Asylum – where we equipped every room across all 156 of our hotels with state-of-the-art gaming equipment, from computers and headsets to the latest trending games, along with high-speed internet for gamers to play with no restrictions. A bold idea from a hotel chain that capitalised on an opportunity to expand our target audience from our usual base of travelers to the 532 million gamers in China.
Since China’s censorship is incredibly tough to beat, we had to overcome all of the social media restrictions through non-traditional advertising channels. We blasted our film inviting Chinese gamers across hundreds of platforms from Chinese gaming forums to Reddit and gaming streaming platforms like Douyu, Huya, Zhanqi, Huomao to Longzhu. Wherever gaming exists in China, we were there. Even though our film was taken down by some platforms after 24 hours, it was too late as the news caught on like wildfire. On ground, we put up Gamer Asylum posters in gaming cafes across China. Every poster became an invitation for them to stop playing restrictively and start playing freely in any one of our 156 hotels in Southeast Asia. By simply scanning our poster, they were entitled to a promotion for the Gamer Asylum.
Since China’s censorship is incredibly tough to beat, we had to overcome all of the social media restrictions through non-traditional advertising channels. We blasted our film inviting Chinese gamers across hundreds of platforms from Chinese gaming forums to Reddit and gaming streaming platforms like Douyu, Huya, Zhanqi, Huomao to Longzhu. Wherever gaming exists in China, we were there. Even though our film was taken down by some platforms after 24 hours, it was too late as the news caught on like wildfire. On ground, we put up Gamer Asylum posters in gaming cafes across China. Every poster became an invitation for them to stop playing restrictively and start playing freely in any one of our 156 hotels in Southeast Asia. By simply scanning our poster, they were entitled to a promotion for the Gamer Asylum.
2022 Awards
Total Points: 14
Silver Award
Credits
Agency
Ogilvy / Singapore
Production Company
BALIPROD / Bali
Art Director
Maggie Michella
Writer
Toan Mai
Chief Creative Officer
Nicolas Courant
Creative Director
Jaz Lee
Gui Camargos
Editor
Koon Lim
Associate Creative Director
Bruno Andrade
Director of Content
Anggie Aprillia
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