Google Play - Digital On-ground Activation

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Google. Games. Mobile.

Our brief was a fun one to begin with.

How can we excite the people of Taiwan about mobile gaming and promote Google Play?

We created Google Playtown, where we transformed the city of Taiwan and made it playable.

We brought real-world ambient gaming into the streets.

As this was a fairly large-scale campaign, I'll focus on the areas I worked on within the entire ecosystem.

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Key visual

We wanted to evoke a sense of awe and imagination. To create a new world that looks like and feels like a game.

We used geometric shapes to represent Taipei, as re-imagined by a professional 3D artist.

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Digital activation

"Pig Attack"

What if the pigs of Angry Birds attacked Taipei and people had to come together to fight them?

We had floating pigs appear all around the city, and you can literally bring them down by using the hashtag #TakeThePigsDown #GooglePlay遊樂園 when you upload a photo of one of them..

"Juice Truck"

Be THE Fruit Ninja and taste the fruits of your labour!

We proposed Google Play branded juice trucks tour around Taipei. They'd come equipped with giant touch screens where you can slice your virtual fruits and get real fruit juice! Not only that, you could also receive Google Play promo codes applicable within Google Playtown.

"The Zombies are Coming"

We also proposed a guerilla stunt to plant giant Plants and Zombie hands all around the city, along with roving Zombies lurking around to scare passers-by.

Not forgeting helpful plants nearby, where commuters can collect secret digital codes and redeem them within Google Playtown.