The Challenge

Challenges for ANESSA

The sunscreen market is highly competitive, featuring numerous competitors such as Biore UV, Sunplay, and ALLIE. ANESSA needs to identify differentiation strategies to attract consumers and enhance its competitiveness.

Additionally, consumers are increasingly concerned about personal data privacy, including their mobile numbers. ANESSA must address privacy protection and build trust with consumers to gain their confidence.

Challenges for the ANESSA’s minisite game campaign

1.Minigame Development
Based on last year's experience, many people prefer not to engage with overly complicated games; therefore, the game design should be simple and fun. Additionally, considered the on-site at the popup store, time and patience of audience and the continuous flow of people. We ensure that the game duration is controlled, that gameplay is smooth, and that it is compatible across different devices. Any technical issues that may arise must be resolved promptly.

2.Compact Procedure
This year’s event is being held at K11 art mall, which we need to considere the offline event site and, as we have introduced a grand lucky draw that necessitates applying for the relevant licenses and providing the visual layout of the minisite for the licensing department. Thus, there are significant challenges regarding to the deliverables and time constraints.

The Objective

ANESSA with You: Shine On

Everyone has their own strengths and interests, whether in sports or the arts. ANESSA will always be by your side as you pursue your dreams, cheering you on.

Promote ANESSA Products

Drive engagement and sales of ANESSA’s product line during the 2024 summer season.

User Data Collection for Targeted Insights

Acquire comprehensive user data to identify individual customers, allowing ANESSA to generate valuable leads for future marketing initiatives. This strategic approach aims to effectively convert previously untapped customer segments into loyal brand advocates.

The Solution

The role of PRIZM

Visual and Content Creation

Design and develop engaging visuals and content, along with gameplay mechanics and IT infrastructure.

Data Tracking Implementation

Establish tracking mechanisms to systematically collect and analyze user data.

Strategies for the ANESSA’s campaign

1.Collaboration with Renowned Local Illustrator

Partner with the acclaimed Hong Kong illustrator, Mr n Mrs Moon, to launch limited edition merchandise, including shopping bag and Mobile phone dustproof sticker, as promotional items for ANESSA.

Considered the background of Mr n Mrs Moon’s characters, and suggested an different approach to the gameplay to retain the unique personality of the characters.

By leveraging Mr n Mrs Moon's established audience on social media, we aim to broaden our reach and attract new followers and customers.

2.O2O2O Customer Engagement Ecosystem

Engagement Strategy:

• Develop a Mobile Mini-Site Game: Incorporate preference questions to collect relevant data.
• Increase Brand Engagement: Capture customer data for retargeting purposes.
• Cater to Participant Preferences: Aligning with our theme, allow participants to choose their favorite character (ballet, skateboarding, or painting).

Campaign Launch:

• Duration: Held for 12 consecutive days at the bustling K11 Art Mall, a popular high-traffic area during the summer season.
• Event Features: Multiple interactive games, product experience zones, a photo area with the Moon Moon dummy, and exclusive shopping offers.

Exposure Amplification:

• Media Engagement: Collaborating with various media outlets helps increase the event's visibility. Coverage from reputable sources can enhance credibility and attract a wider audience.
• KOL Collaborations: Partnering with key opinion leaders (KOLs) who have significant influence can effectively promote the event. They can share their experiences, insights, and highlights, resonating well with their followers and encouraging attendance.
• Stimulate Word-of-Mouth Marketing: Expand brand image and collaboration beyond ANESSA’s existing customer base.

Highlight of the gameplay

In keeping with last year’s success, we have seamlessly integrated the product with interactive mechanics within the game, enabling users to assist Mr. Moon and Mrs. Moon in applying ANESSA's sunscreen. This immersive experience, set against a playful and memorable backdrop, significantly enhances brand recall and deepens players' emotional connections with the featured product.

Furthermore, we have incorporated ANESSA's hero product, Gold Milk, as a bonus tool in the mini-game, symbolizing ANESSA's unwavering support in your pursuit of dreams.

The Sparkling Spots

What makes the project / campaign outstanding?

Selection of Mr. and Mrs. Moon for Collaboration
Building on last year's success, we have strategically partnered with the beloved local characters, Mr. and Mrs. Moon. By leveraging their substantial fanbase, this collaboration not only enhances brand visibility but also expands ANESSA's reach beyond its predominantly female demographic, appealing to a wider audience.

In addition to the gameplay and offline campaigns previously outlined, Mr. and Mrs. Moon have unveiled a visually captivating carousel post on their Instagram to promote ANESSA's 2024 summer campaign. Employing a storytelling approach, this initiative not only enhances brand exposure but also captivates audiences with a compelling narrative.

Engaging Mechanism of the Mobile Interactive Game

The game challenges players to control it with one hand and features a designated time limit. Participants can replay the game to strive for higher scores.

The Result

In total, over 6,000 users engaged with the minisite game. Both offline and online initiatives produced impressive results, generating considerable excitement around the event and attracting a large audience to K11.