Changyou is the leading online game brand in China. Because of the homogenization of the market, the brand image becomes weaker. We want to launch an campaign to build up our own unique brand image and establish a closer relationship with consumers. With the increasing social pressure, most of our targets choose to play online games just for relax and fun. But playing game is often regarded as corrupt. So, from their perspective, we gave them some reasons to play. We stand by their side and tell them: “playing is not bad”.
- Saatchi & Saatchi Shanghai