SUB CATEGORY :

BRAND INTEGRATION, PARTNERSHIPS & COLLABORATIONS: GAMING

ENTRANT COMPANY :

CHEIL PENGTAI BEIJING, BEIJING

TITLE :

GHOST SKINS

BRAND :

SAMSUNG

ADVERTISER :

SAMSUNG

AGENCY :

CHEIL PENGTAI BEIJING, BEIJING/
CHEIL HONG KONG, HONG KONG

MANAGING DIRECTOR :

LARRY SUN (CHEIL PENGTAI)

CHIEF CREATIVE OFFICER :

PAUL CHAN

EXECUTIVE CREATIVE DIRECTOR :

KIMMY LIU/LILI JIANG

CREATIVE DIRECTOR :

TIMOTHY TIAN/NUNO ZHANG/QIAN CHEN/IVAN AU

ASSOCIATE CREATIVE DIRECTOR :

LESLIE LIU/TUNG LUI/JUDY FANG

ART DIRECTOR :

KIMMY LIU/TIMOTHY TIAN/GUOLIN LU/ZHONGJIAN AN/
CLAUDE ZHANG/ALEX LIU/SONG YILING

COPYWRITER :

PAUL CHAN/LILI JIANG

GAME BD MANAGER :

PENG CUI

DESIGNER :

XIAOLONG YIN/EMBER ZHANG

CAMPAIGN SUMMARY :

BACKGROUND

Online gaming is big business in China, with gamers spending more on in-game purchases than any other nation.

The biggest business is gaming skins, allowing players to customise the appearance of their favourite characters.

INSIGHT

But while gamers spend billions on these virtual outfits in the gaming world, millions of kids in the real world have no clothes to wear at all.

CREATIVE IDEA

Samsung presents ‘Ghost Skins’—invisible gaming skins that provide real clothes for real kids, in the real world.

STRATEGY

‘Ghost Skins’ tapped into the cultural phenomenon of gaming skins, allowing gamers to seamlessly, and effortlessly, help underprivileged kids in need of clothing.

The strategy for 'Ghost Skins' was for virtual gaming skins to have a real-world impact—and leverages the popularity of online gaming in China to help underprivileged children in need of clothing.

With every ‘Ghost Skin’ sold, 100% of the proceeds went towards providing real clothes for real kids, in the real world (as part of Samsung’s 20-year-long ‘One Heart, One Village’ initiative).

So the strategy allows gamers to customise the appearance of their characters in the gaming world, while simultaneously making a tangible difference by providing real clothes for children in need, in the real world.

EXECUTION

Partnering China’s leading game publisher, we modified Apocalypse—one of the most popular games for gaming skins.

We redesigned every skin, outlining every silhouette to make them ‘invisible’.

An algorithm ensured that every invisible skin moved and flowed naturally.

Then at the point of purchase, within the game, we made them available as ‘Ghost Skin’ alternatives.

With no obligation. No pressure. Just new custom skins for gamers to purchase.

And with every ‘Ghost Skin’ sold, 100% of the proceeds went towards providing real clothes for real kids, in the real world.

CREATIVITY/IDEA/INSIGHT :

INSIGHT:

While gamers spend billions on virtual outfits in the gaming world, millions of kids in the real world have no clothes to wear at all.

IDEA

Samsung presents ‘Ghost Skins’—invisible gaming skins that provide real clothes for real kids, in the real world.

STRATEGY :

‘Ghost Skins’ tapped into the cultural phenomenon of gaming skins, allowing gamers to seamlessly, and effortlessly, help underprivileged kids in need of clothing.

The strategy for 'Ghost Skins' was for virtual gaming skins to have a real-world impact—and leverages the popularity of online gaming in China to help underprivileged children in need of clothing.

With every ‘Ghost Skin’ sold, 100% of the proceeds went towards providing real clothes for real kids, in the real world (as part of Samsung’s 20-year-long ‘One Heart, One Village’ initiative).

So the strategy allows gamers to customise the appearance of their characters in the gaming world, while simultaneously making a tangible difference by providing real clothes for children in need, in the real world.

EXECUTION :

Partnering China’s leading game publisher, we modified Apocalypse—one of the most popular games for gaming skins.

We redesigned every skin, outlining every silhouette to make them ‘invisible’.

An algorithm ensured that every invisible skin moved and flowed naturally.

Then at the point of purchase, within the game, we made them available as ‘Ghost Skin’ alternatives.

With no obligation. No pressure. Just new custom skins for gamers to purchase.

And with every ‘Ghost Skin’ sold, 100% of the proceeds went towards providing real clothes for real kids, in the real world.

RESULT :

‘Ghost Skins’ trended in Apocalypse.

The biggest gaming influencers joined the movement, purchasing ‘Ghost Skins’ during their livestreams—inspiring their followers to also want in on the action.

During the two-week campaign, over 20% of all gaming skins purchased were ‘invisible’—making ‘Ghost Skins’ the No.1 purchased skins in Apocalypse.

So in a world where skins are the biggest social currency, ‘Ghost Skins’ became the biggest flex.

Best of all, over one million kids received new clothes.

For the first time, virtual gaming skins had a real-world impact.

URL :

http://seeourfilm.com/ghostskins