BRAND:
MoMo
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
30/01/2024 - 29/02/2024
CREDITS:
CASE STUDY VIDEO
STRATEGY
LẮC XÌ 2024 - THE SAME NAME BUT NOT THE SAME GAME
To be able to do the same thing over and over again, we must NOT do the same thing over and over again.
To keep launching the Lắc Xì we have been in love with, it needs to be reborn EVERY YEAR. This year, the challenge was to maintain the core elements of Lắc Xì while innovating to avoid user boredom.
Staying true to our mission of using technology to revitalize cultural traditions, Lắc Xì 2023 boldly stepped out of its comfort zone: For the first time, we gamified the experience with an addictive role-playing mechanic. We also shifted away from the traditional "shake" mechanic as the primary gameplay element, offering users a new and exciting experience.
To innovate, we dare to break the cycle of repetition.
INSIGHT
AFTER A TOUGH YEAR, USERS NEED A DOSE OF OPTIMISM TO SHAKE IT OFF
In 2023, the global economy faced significant challenges, leaving many individuals grappling with uncertainty and financial strain. As the year drew to a close, everyone looked towards the new year with anticipation for positive change and growth. The new year symbolize a fresh start, which inspire people that better days were possible, even amidst the challenges of a tough economic climate.
CREATIVE IDEA
“CÁ CHÉP HÓA RỒNG” (KOI TO DRAGON)
Inspired from the legend of "Cá chép hóa rồng - a symbol of luck, courage, and determination to overcome all challenges to achieve success,MoMo has decided to revitalize the old folklore story with new technology and immersive role-playing experience. Players will embody the Carp to overcome various challenges of skill and intelligence, swimming against the current of the waterfall to pass through the Vũ Môn Gate and transform into a dragon, thereby unlocking treasures symbolizing prosperity and success. The journey across the treacherous waterfall also represents a journey of turning the impossible into the possible. Thus, it conveys an encouraging message for the new year: If you have the will to face every challenge, you will achieve success.
CONNECTION PLAN
PHASE 1: GAME TEASING
One of MoMo's most important approaches during the teasing phase of Lắc Xì is using the "network effect", leveraging the power of word of mouth to build an early bird program - where hardcore users are encouraged to invite more friends to sign up for Lắc Xì 2024 and receive greater value gifts as more people participate. This strategy attracted millions of participants and generated countless discussions about Lắc Xì 2024.
PHASE 2: LAUNCHING
Capitalizing on the hype, MoMo officially announced Lắc Xì 2024 with a Music Video featuring Phương Mỹ Chi, a singer representing a blend of traditional and contemporary music, who perfectly resonated with the spirit of Lắc Xì. The Music Video highlighted popular trends and events of the past year, while introducing Lắc Xì as the eagerly anticipated new trend to millions of viewers across Vietnam.
PHASE 3: ACQUISITION
At the same time, Lắc Xì was officially launched with brand new gameplay, rules and enticing missions. Lắc Xì recognizes that a one-size-fits-all approach to rewards does not work. That's why we've designed a reward system with multiple key hooks to appeal to different types of users:
- Cash rewards: Monetary rewards are a key hook for attracting mass users.
- Final reward: A high-value prize for completing a difficult task appeals to hardcore users.
- Epic meaning: Gifting a virtual piggy bank, a form of in-game currency, allows users to donate to charity.
- Sense of accomplishment: The game's multiple levels make it more addictive, appealing to gamers.
OBJECTIVE-BASE KPI
Compared to the data before the campaign:
- The number of all-in-one QR receivers increasing by 2.7 times.
- The number of wallet-to-wallet QR senders increased by 1.4 times.
- The number of users turning on Auto-receive to Golden Pocket increased by 1.3 times
