My Best Pitch - Nov07

Who was the client?

Infocomm Asia Holdings

What was the brief?

The online game operator wanted to use its game Granado Espada to unite gamers in SE Asia into one market. Our brief was to create a buzz about the game not just amongst the gaming community, but also to the general public.

What was memorable?

Through a detailed perception study, we discovered that gamers in SE Asia often get their information from US-based websites and not so much from local press while non-gamers usually think computer games are bad and cannot usually be bothered with them. What was memorable? We designed a PR campaign that addressed all those issues while creating a buzz about the game.

How did you pull off the process?

We segmented their consumer base to four parts, hardcore gamers, casual gamers, non-gamers and education sector. Each part had a dedicated strategy and a detailed execution plan on how to reach out to each sector.

How did you create the buzz?

We hired an international DJ, Marco V to throw a launch party at Zouk - this reached out to the nightlife and entertainment media. We also hyped up a Chinese MTV the client did based on the game to the relevant entertainment press.

What feedback did you get from the client?

Impressed with the amount of coverage the game received, as well as the quality of the articles.

What were the results?

An estimated $3 million PR value for the client, including a page one lead story in Today.

What were the success metrics?

The attendance of the party and game registration were key performance indicators. 8,000 people came to the party while 200,000 gamers registered for the game one month before its launch.

Is there anything you could have done better?

Nothing I can think of.

Prisca Hoo

Assistant Account Director

Strategic Public Relations Group, Singapore