AKQA上海:清扬“头屑末日,终结之战”



Unilever’s ‘Clear’ game launch draws over four million downloads
联合利华”清扬”游戏发布, 超400万下载

SHANGHAI – AKQA designed a new online app game as part of its product launch for Clear anti-dandruff shampoo. The game, on Chinese social networking site QQ.com has already been downloaded four million times since going online two weeks ago
AKQA上海目前在QQ平台推出了一款在线应用游戏”终结之战”,作为新清扬上市活动的重要部分。添加这款游戏的QQ用户在两个星期内就达到了惊人的四百万之多。

The game, titled ‘doomsday on dandruff on QQ.com’ was fully created by AKQA,. It launched just as the Unilever brand was reintroducing the men and women’s shampoo product line with new and improved packaging.
这款名为“头屑末日,终结之战”的互动游戏完全由AKQA上海创意并开发,以传播联合利华新清扬产品上市信息为目的。

The two male and female game characters aim to virtually remove dandruff and other scalp problems like scalp itchiness, grease for males and dryness for females – these three scalp problems, which are represented by animated game characters, can be remedied through Clear’s deep scalp nourishment.
用户可以操作酷炫的男女主角在虚拟的世界中致力于消灭头屑以及男性的头痒、油腻,女性的干燥等头皮问题。这些头皮问题在游戏中都会化身为虚拟的敌人角色,而用户利用全新清扬的三重滋养功效能够无情的消灭他们。

Various game mechanics allow innovative user interaction including jumping, crashing, slicing and smashing.
多样的游戏操控方式能够让用户操作主角进行奔跑、跳跃、降落、撞击等动作。

Users are able to challenge their friends to a face-off in the hopes of accumulating virtual “jewels” which are exchangeable for real world prizes like iPhone and iPad.
用户还可以邀请朋友参与团队和对决模式,并在游戏中收集虚拟奖品,这些虚拟奖品可以兑换到现实中的iPhone和iPad等丰厚奖品。

This is the first unconventional marketing campaign in which Clear messages its brand as not only one of hair care expertise, but also a specialist at treating other scalp problems.
这是清扬首次使用非传统的传播方式,将其不仅是头发护理专家,同时也是解决头皮问题的专家传递给其目标消费者。

Credits:
Project: Doomsday of Dandruff for Clear anti-dandruff shampoo
Client: Unilever China
Agency: AKQA Shanghai
Executive CD: Johan Vakidis
Senior art director: Elephant Xiang
Art director: Joe Cai
Producer: Joe Cai
Copywriter: Double Du
Designer: Angie Fang
Senior account director: Fionnie Wu
Account manager: Emma Shi
Account executive: Leon Yuan
Project Manager: Nemo Li
Project Manager: Vivian Zhang
Exposure online


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