Grey creates in-game activation to encourage young Southeast Asian gamers to give blood
Grey for Good, the do-gooding arm of Grey Group Singapore, has announced an idea to encourage video game players to donate blood.
Using the insight that 18-25 year-old gamers are more concerned with saving their virtual lives in a computer game than other people’s lives in the real world, Grey gave players of Special Force 2, an online game from Asia Soft, extra life if they responded to posters for blood donation in the game.
The idea was the result of a collaboration between Grey, sustainable change organisation Impact Hub and Korean game developer Dragonfly.
The agency says Extra Life will roll out across Malaysia, Singapore and the Philippines.
Extra life is another idea that fits with what the network’s deputy worldwide chief creative officer Per Pedersen referred to in an interview with Mumbrella last year as “solvertising” – work that solves real world problems.
The initiative comes the day after Grey Malaysia launched RainSprout, a widget fitted to the top of umbrellas to help prevent mosquitos from reproducing.
Bizarre demographic: video gamers with an apathy to donating blood.
Plus, where do they find the time to do all this work that generates zero revenue?
Maybe if they focused on doing on decent ads on real briefs they might have held on to the Qatar Air account…and the people they had to let go because of it.
ReplyActually this is the way those higher up the creative food chain keep their jobs.
ReplyAnd you thought they kept it by doing revenue generating work for real clients?
The people who came up with such a stupid idea obviously don’t play video games.
1. The title of the game was released in 2007 (an eternity in the world of video games)
2. The game is only working on Microsoft computers (wtf??!),
3. When you are busy shooting people in the game, why would you be inclined to interact with any marketing poster in the game world??
It simply does not make any sense, and frankly, this just reminds me of student work ideas. I was from Lasalle donkey years ago, and it’s the kind of ideas that students from my batch would come up with for their FYP (which ironically is around the same time this video game was released).
ReplyIsn’t this the best of show idea for Crowbar student awards in 2010?
https://vimeo.com/12354748
ReplyIt is indeed….makes it doubly embarrassing….if an agency can’t do an original piece of work when they literally have a wide open brief, then the prospects for real work don’t look good. This is the kind of work that keeps CCOs at their 50K salaries, even in tough times like this. Clients need to start speaking up about this because these costs are being passed on to them in the form of high fees..
ReplyIf Grey had done little bit of research and they would have found out that their campaign name is already the name of a charity organisations created by gamers and the biggest live stream gaming community. http://www.extra-life.org/
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