Coty and Miu Miu wanted to raise awareness and push sales for the launch of their new perfume. The tech savvy (mobile-first) audience are both fans of the new muse Elle Fanning and mobile game addicts. How could we leverage these interests to create an engaging and branded experience that would stand out from their competitors?

For the launch of their new perfume for Miu Miu, Coty approached us to create a campaign to support female empowerment, featuring Elle Fanning. The film is out of this world and so is the game we created.

The film is a space odyssey — a journey that showcases the best visual effects from the heyday of Hollywood cinema. To support the film, we created a pixel art game that invites players on an adventure to become the first woman on the miun.

Behavioural insights revealed a recurring theme: Millennials, particularly across Asia, consistently engage via mobile game across social networks.

We created a mobile game using the TV commercial universes and the trendy feels of 8-bit games. By jumping over fragrances, users can challenge their friends to become the first woman on the moon and get direct access to purchase the new perfume.

By leveraging a web-technology platform and pixel art, we managed to create a game that served comprehensive 360º digital activation — fully adaptable across all devices, translated as still assets on social media, and easily integrated into retail experiences. From airport installations, to deployments in malls throughout Singapore and in Paris as arcade machines, we were able to scale the experience up or down depending on the need.

Our game was only promoted via Miu Miu-owned media channels and users’ social shares. This game quickly received a lot of buzz, bringing in nearly 50,000 players in just a couple of weeks. There was an average of over 3 minutes spent playing the game.

Beyond user engagement, we managed to exceed our sale objectives with 40% of users continuing on to miumiu.com to shop online.