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
Consumer / Brand
Annual ID
OA23_CE005M
The Winterlands Code Hunt campaign by Google Play captivated the gaming community with an exhilarating quest for hidden codes. Strategic collaborations with influential gamers helped transform the gaming experience into a thrilling adventure within Free Fire.
The campaign tapped into the innate thrill that gamers seek, infusing the hunt for codes with excitement and competition. Players eagerly delved into in-game elements, social media platforms, and influencer content, driven by the challenge of deciphering clues and tracking down elusive codes. The quest brought a new level to gameplay, keeping players engaged and motivated.
With each code discovery, players were rewarded with exclusive in-game perks and real-life prizes, intensifying the stakes and fueling their determination. This dynamic and immersive experience turned every interaction and content piece into a potential source of triumph and excitement.
The Winterlands Code Hunt campaign delivered remarkable results, with significant impact and engagement. The campaign garnered billions of impressions, reaching millions of players and gaming enthusiasts. Paid media efforts generated an astounding 2.308 billion impressions, while completed views exceeded 518 million.
Influencer-led code hunts on social media captivated over 29 million people, resulting in 1.8 million engagements and nearly 40,000 contest submissions. The campaign's collaboration with Google Play and gaming influencers amplified its reach and impact, driving high levels of participation and excitement among players.
The campaign tapped into the innate thrill that gamers seek, infusing the hunt for codes with excitement and competition. Players eagerly delved into in-game elements, social media platforms, and influencer content, driven by the challenge of deciphering clues and tracking down elusive codes. The quest brought a new level to gameplay, keeping players engaged and motivated.
With each code discovery, players were rewarded with exclusive in-game perks and real-life prizes, intensifying the stakes and fueling their determination. This dynamic and immersive experience turned every interaction and content piece into a potential source of triumph and excitement.
The Winterlands Code Hunt campaign delivered remarkable results, with significant impact and engagement. The campaign garnered billions of impressions, reaching millions of players and gaming enthusiasts. Paid media efforts generated an astounding 2.308 billion impressions, while completed views exceeded 518 million.
Influencer-led code hunts on social media captivated over 29 million people, resulting in 1.8 million engagements and nearly 40,000 contest submissions. The campaign's collaboration with Google Play and gaming influencers amplified its reach and impact, driving high levels of participation and excitement among players.
2023 Awards
Total Points: 2
Merit Award
Credits
Agency
Toaster / Singapore
Copywriter
Vikram James
Executive Creative Director
Vinod Savio
Producer
Melly Damayanti
Strategist
Ryan Barton
Account Manager
Suhanisza Sudirman
creative group head
Adryanto Santosa
Group Marketing Creative Manager - Brand, India & Southeast Asia
Samit Malkani
Marketing Specialist
Si Jia Tham
Product Marketing Manager, Google Play
Kyara Choi
Senior Account Director
Peter Solomon
Senior Product Marketing Manager, Google Play & Android, South East Asia
Vibhor Khandelwal
Vice President, Marketing - India, Southeast Asia & South Asia
Sapna Chadha
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