The Lost Treasure
As global tourism has been hit hard by the pandemic, it is necessary to stay connected to consumers to be top-of-mind when the market rebounds. As a result, The Singapore Tourism Board (STB) partnered with Woshimi App, a popular online gaming platform and social community well-known for live-action role play (LARP), to launch a special edition script: “The Lost Treasure featuring Singapore.”
Planning & Execution
The campaign concept was geared towards four siblings’ journeys to search for hidden treasure in Singapore: the Foodie, the Collector, the Socialiser and the Explorer. STB hired four top-tier live-streaming KOLs, inviting them to facilitate and participate in a LARP game on the top gaming livestream platform Huya.com
Effectiveness / Results
As a result, the campaign reached over 20 million impressions. Two weeks after its launch, “The Lost Treasure” scored 8.3/10 by consumers with a record of 190 thousand players in the Woshimi app. The campaign achieved over 6.13 million impressions and 46 thousand engagements on multiple social media platforms (Weibo, WeChat and Huya). The livestream session exceeded five million views.