POCOnquer Mars IGM
This work
in other
nominations
Digital Campaigns
Special Projects
Creative copywriting
Websites Design
Task
Run an out-of-the-box ad campaign to promote the new POCO smartphone model ‒ Poco M3 Pro. Unveil the UX and tech benefits for the TA. Perform under a stringent deadline and on a moderate budget, with a goal to boost overall engagement. Increase awareness of the POCO decoupled from Xiaomi. Position the brand as ‘ultra high-tech’ befitting an 18+ geek audience. Emphasize POCO’s core message: “Everything you need, nothing you don’t."
Ideas and solutions
We analyzed the info fields and came up with the idea of planet Mars as the project setting. The choice of project name built on a lucky play of words that incorporated the brand name: POCOnquer Mars. We targeted the paying 18+ geek audience and only had 10 days for project realization. Given the audience and timeframe, we decided to develop an idle-clicker game with a highly additive gameplay. The player interact with the smartphone earning coins and settling the Mars colony. Based on our TA profile, we imbued every text line and mechanics element with references to sci-fi works. At that, we presented these allusions as popular science, rather than sheer entertainment. With every new building, the player would learn more about physics, astronomy, aerospace engineering ‒ and the features of POCO M3 Pro. To maximize retention, we employed two competition techniques: a lottery for all players who completed the game and a special raffle for top scorers. Also we came up with an ad hoc anti-cheat system. This feature would track players’ progress and pinpoint the cases of foul play. We used all sorts of channels to boost awareness, including YouTube integrations, KOLs and native promos. Given the budget restrictions, we focused heavily on guerilla marketing. Native memes go viral in a host of relevant communities and deliver targeted traffic at no cost. The project culminated in the final broadcast from “a Mars station”. During the broadcast, we announced the results, gave away the prizes and performed scientific experiments. The broadcast collected 700,000 views. The campaign reached out to 7,000,000 people. Other figures include: 472,000 page views, 13.5% bounce rate, 63% retention, 52% conversion to website signup. Aside from the outreach, our client benefited from 1,600+ used promo codes for POCO M3 Pro purchase, the codes being integrated into the website and overall mechanics of the Mars station progression.
