Tencent Games
The game ends.The world doesn’t.
Category
Gaming / Global Brand / Community
Campaign platform
The game ends.The world doesn’t.
New portfolio concept
Real client relationship. New creative execution.
Strategic idea
Great games do more than occupy time. They create places people return to. Friend groups form there. Rivalries start there. Stories get retold there.
A match may last twenty minutes. The world around it can last years.
So the campaign spends less time on gameplay features and more on the emotional afterlife of play: the friendships, inside jokes, rivalries, memories and identities that continue after the screen goes dark.
Creative device
Make the player’s life outside the game part of the game.
Inbox version
Subject line
You logged off three hours ago
So why are you still talking about it?
The game ends.The world doesn’t.
The match ended at 11:14.
Technically.
Then came the group chat.
The replay.
The screenshot nobody needed to save but everybody did.
The argument about whether that move was brilliant or completely accidental.
Someone changed their profile picture.
Someone else is still claiming lag.
And tomorrow night, somehow, everybody will be back.
That’s the thing about a great game.
You stop playing before you stop being in it.
The game ends. The world doesn’t.
Tencent Games
Get back in
“You stop playing before you stop being in it.”
Execution 01 — OOH
Hero executionYou logged off.The group chat didn’t.
Tencent Games
Execution 02 — print
Twenty minutes to play.Three years to argue about it.
Tencent Games
Social
“It was lag.”
Sure it was.
Tencent Games
Creative rationale
Gaming advertising mostly sells spectacle: graphics, weapons, worlds, speed.
This campaign sells what happens after the spectacle. The friendships, arguments, jokes and memories are usually the reason people come back.