2023 Winner

Loosely inspired by its official mascot and capitalizing on its youthful branding, Rogers Communication’s Fido launched “Always ON Mini Game (Virtual Pet),” an interactive game allowing users to have their own virtual pet dog to feed and pet, in various virtual environments, earning points to redeem for virtual rewards or real prizes. The game, conceived with Ethnicity Matters, was designed to engage users on WeChat – a platform where Fido has maintained a consistent presence – and build brand awareness. Users could also share the game with friends via a QR code. The game was well-received by the target audience, with over 15,000 plays and 22,000 page visits within five months of launch. The in-language execution and cultural messaging helped Fido gain more followers on its official WeChat account, resulting in higher social engagement and popularity among Chinese audiences.

Credits

Caroline Messier, Senior Brand Manager, Wireless
Irene Serbanesco, Brand Manager, Home
Lydia Gaouaou, Brand Specialist, Wireless
Laurence Brassard Brand Manager, Wireless
Tonia Au, Associate VP, Media & PR
Chris Tsoi, Associate Media Director
Ming Zhong, Creative Director
Kiki Zhao, Copywriter
Mary Ann Stephens, Group Account Director
Shekhar Ibhrampurkar, Account Supervisor
Christine Wang, Account Manager
Darshan Bhanushali, Account Coordinator