| Think UK Future Journey - wireless game and website
Challenge
In 2002, the British government conducted a global survey
to better understand perceptions of the UK. China was revealed
to be a market where people had outdated perceptions of the UK,
or no clear perception at all. In order to counter this observation,
the British government launched the Think UK campaign: an initiative
to provide greater access to creative and innovative ideas from
contemporary Britain to 16-35 year old Chinese in 4 key cities
across China: Beijing, Shanghai, Guangzhou and Chongqing.
The Think
UK Future Journey, an SMS trivia game and website was developed
to demonstrate and communicate an innovative and creative angle
of the UK to an online target audience.
Solution
Postcards, radio and web banners drove to opt-in to the game.
Print advertising supported the overall brand message of the campaign:
Think UK - Create your future.
Lots of creative
and innovative prizes, including the main prize, a trip to the
UK, could be won based on the amount of questions answered correctly.
At any point the player could go to the site and ask the on-line
'expert' about the background of a particular field of interest.
Also there were 12 interactive web questions to answer to get
the maximum amount of points.
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