Entertainment > Branded Entertainment
ONE DAY CEASEFIRE
OGILVY & MATHER ADVERTISING, Shanghai / PEACE ONE DAY / 2013
Awards:
Overview
Credits
OVERVIEW
CampaignDescription
This campaign appeared on Facebook and therefore took place across many regions.
Effectiveness
The brief was to promote World Peace Day.
The idea was to spread a message of peace amongst one of the largest, most violent communities on earth; the online gaming community. On peace day, 21st September, we held an online ceasefire within Facebook's largest shoot ‘em up game, Uberstrike. This acted as both a mark of respect and as a message of peace to the community. For 24 hours, players were unable to kill each other. Instead, they were encouraged to use their avatars to create and share message of peace.
Implementation
On entering Uberstrike, the players were unable to fire their weapons. They then received an audio message announcing the cease-fire.
Outcome
The campaign was extremely well received by the community. Thousands ‘capped’ peaceful images and shared them on the site.
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