Developed by Y&R’s VML Qais, the campaign aims to entertain people stuck indoors during the monsoons in Indonesia.
A bookmarklet is simlar to a web-browser plug-in: it adds capabilities to the browser. In this case, the game turns any web page into a battle zone where the player uses the arrow keys and space bar to control a flying Mizone CocoPina bottle and fire coconuts, pineapples and suns at the text and images on the website. Users get one minute to cause as much damage as possible, earning extra points for hitting words such as ‘rain’, ‘flood’ and ‘galau’ (depressed).
The campaign uses brand content on Facebook and other online media to drive users to the MizoneCocoPina website, where they can install the game.
As part of the initiative, VML Qais also created two monsoon-themed blogs, UjanTetepSemangat and UjanBikinGila. Each week for the first month, the blogs will become the targets of a competition, with the top scorers winning an iPod Shuffle. The first few days of the campaign have already logged thousands of plays, VML Qais said.
Peter Harjono, brand manager at Mizone, noted that Mizone is always there to bring ‘semangat’ back to its consumers. “Through this game, we hope to do the same, and bring a little sunshine and refreshment during this period of time,” he said.
The objective of the game is to do something completely different and innovative in the Indonesian digital space. “We wanted to root the engagement in local insights and provide Indonesians with a simple, fun escape from the gloominess of the monsoon,” said Piotr Jakubowski, head of digital at VML Qais.