2023 Winner

Rogers Communication’s Fido, with Ethnicity Matters, leveraged the Lunar New Year festival to reach Chinese communities in Canada by creating a culturally relevant mobile game on WeChat. The game was based on a Chinese traditional game, Idiom Solitaire, where family and friends would sit together and play word games relating to common Chinese idioms learned from a young age and complete word chains using the idioms. In this mobile version of the Chinese game, players were given new idioms from time to time and were required to start the next sentence with the last character of the previous one to fill in the blank spaces. Players also got e-posters of their results to share and invite more friends to join. The competitive, interactive and rewards-based elements of the game engaged over 6,000 players and increased Fido’s presence in the Chinese market, while also allowing players to reconnect with the cultural traditions and wisdom passed down through generations.

Credits

Caroline Messier, Senior Brand Manager, Wireless
Fernanda Benedet, Senior Manager Lifecycle, Wireless
Irene Serbanesco, Brand Manager, Home
Lydia Gaouaou, Brand Specialist, Wireless
Tonia Au, Associate VP, Media & PR
Chris Tsoi, Associate Media Director
Lola Zhao, Media Planner
Ming Zhong, Creative Director
Kiki Zhao, Copywriter
Mary Ann Stephens, Group Account Director
Shekhar Ibhrampurkar, Account Supervisor