BACKGROUND:
The Forgotten Army is a war series much in the vein of HBO's Band of Brothers. It examines the aftermath of the British army’s defeat in Singapore during WWII. It is called ‘The Forgotten Army’ because the younger generation has totally 'forgotten' these stories .
OBJECTIVE:
Awareness & Education: To shine a light on a war that is not that well-known to younger audiences, and in doing so create intrigue for the series.
OBJECTIVE:
Awareness & Education: To shine a light on a war that is not that well-known to younger audiences, and in doing so create intrigue for the series.
STRATEGY: Gamify to Educate: Make history feel more interactive & playful. Leverage the increasing gaming behavior on Facebook feed.
CREATIVE IDEA: A unique playable ad that lets you play a central role in the forgotten war. The game recreated a tense dogfight between the Indian National Army and British. The game ends with trivia about the war (to follow up on awareness with education) and a CTA to stream the show ties it up with an action. #RememberTheForgotten.
The challenge here was to create a truly immersive mobile first game that communicated the visuals and spirit of that era within 2 MB which was the technical specs for the game. The game had to match the high graphic war sequences key to the show.
Above: Playable ad on Facebook feed that invites users to play the full screen game on their feed.
Above: Gaming Experience. Below: User Journey
Results: The game had an overall reach of 7.7Mn+users & total user engagement of 2.8Mn+ Users. (Brand lift results are not publicly shareable)
Credits: Meta Creative Shop in collaboration with amazing partners at Pivotroots (agency) and Ronin Labs(tech vendor).
