Case Study: One2Free's Playground

One2free's games app 'Playground' has jumped to number one on iTunes App Store and number 16 on Play Store a week after its launch.

Marketing spoke to CSL about its success factors. Not only did we find that serving market's needs is crucial, having a 360-degree promotion and catering to Hong Konger's tastes have also contributed to the success.

Locally relevant

The three games in the app, ‘Fishball Master', ‘Mobile Madness' and ‘Crowd Control', featured Hong Kong's unique popular icons and is tightly linked to the city's unique culture.

In line with trend

Given that consumers are increasingly keen on online and mobile, the app serves as a part of an overall integrated campaign within a complete and long-term branding programme that moves CSL's engagement to suit such a marketing environment.

"As a local operator in this market, we have good insight, backed by research, into how our customers are interacting with us through multiple mobile screens, which led to focusing on mobile applications as the core of our customer engagement," said CSL.

360 promotion

The app is easy to access: aside from linking it with Facebook, it is also searchable on app stores, as well as through QR codes in all their print and outdoor advertising pushes. Its built-in function also ensures customers can share their results on social networks.  Apart from online, physical advertisements are scattered around the market. Alongside two TVCs, other media including print, out-of-home and digital are also deployed to enhance the outreach to customers.

Rewarded through fun

One of the highlights in the app is the tempting and instant rewards of up to winning HK$1 million. "We wanted to use the platform to provide bite-sized and rewarding entertainment," said CSL.