1. Campaign Overview:
- Challenge: Hisamitsu is a market-leader in Vietnam. However, ByeBye-FEVER had yet to become the go-to remedy for children’s fevers. We needed to change behavior from traditional home remedies to the scientifically proven solution found in ByeBye-FEVER. To do this, we needed to drive up trial purchases and convince moms through real experience with the product.
- Insight & Strategy: Addressed the tension of stressful caregiving moments when children are sick and fussy by re-framing the experience into a moment of play.
- Idea: ByeBye-Fever Penguin Hunt Game
The moment of care can also be enjoyable. As a result, we created a mobile game for both children and parents to enjoy during those precious moments of care. This allowed us to communicate ByeBye-FEVER’s USP, while incentivizing moms with valuable instant and special prizes.
2. My Role
- Gamification Strategy: Collaborated with the core team to refine the initial concept, engineering a game mechanic specifically optimized for the client’s pharmaceutical distribution channels.
- User Experience (UX) Design: Developed a seamless user flow tailored to the pharmaceutical consumer journey, ensuring high accessibility and engagement.
- UI & Visual Design: Led the UI/UX design for the microsite game, balancing functional clarity with the brand's friendly aesthetic.
- Technical Supervision: Worked closely with the development team to ensure the flawless implementation of the game on the microsite.
- Creative Amplification: Designed a suite of social media assets to promote the minigame and drive traffic to the microsite.
3. Key Results
- 2020 MMA Smarties Vietnam: Silver (Promotions).
- Engagement: Achieved 70,000 engagements month-on-month.
- Activation: Generated 15,000 game plays, with 4,299 game codes issued.
- Conversion (O2O): Distributed 4,000 instant discount codes and 300 weekly prizes, achieving an impressive 98% redemption rate for instant prize vouchers at pharmacies.
Featured by Hakuhodo Global: https://www.hakuhodo-global.com/work/byebye-fever-penguin-hunt-game-campaign.html
CREDIT
Creative Director: Ngoc Nguyen
Art team: Hai Phan, Binh An Nguyen, Hao Le
Copywriter team: Duyen Huynh, Yen Le
Account team: Van Tran
and more…