Lion & Lion launches Status-K in Malaysia to bring millennials together during lockdown
Lion & Lion partnered with Livescape Group, an event management company, to launch Status-K in Malaysia – a new lifestyle product targeted at urban zoomers and millennials.
The core of the campaign was Status-K The City, an immersive digital social and gamification platform designed to engage audiences while building brand affinity and equity. Over a span of three months, the campaign built a database of participants for potential future on-ground events, with more than 670,000 engagements and 10 million impressions on social media.
In Status-K The City, players competed with each other to claim a virtual city via the microsite www.status-k.com by joining influencer-led tribes called Krews and taking part in challenges. Through these challenges, participants earned virtual points and improved their status on leaderboards. As an incentive, the virtual Koin prizes from the challenges could be redeemed for real-life rewards and exclusive brand experiences with Status-K.
The microsite was available in both desktop and mobile format and allowed users to create their own avatars to represent them in The City. Players were empowered to grow the size of their Krews via social media recruitment so they could work with their friends to seize control of The City’s four districts, each of which boasted a different game to test their skills.
Lion & Lion creative director Hans Lee said: “With the entire world in lockdown in early 2020, the online social space was cluttered with thousands of community pages. With new content and hashtags cropping up every second, we needed to offer a new kind of brand experience that would stand out and ensure that our audience stayed loyal to us at home in lockdown.”
Adrian Ng, Senior Art Director, Lion & Lion, said that millennials’ desire for a sense of belonging as well as their competitive spirit, were the driving forces behind the gamification aspects of Status-K The City.
“Our research findings showed that our audience sought to lead online social packs, be the first to try out new experiences, and enjoyed being the first to like, follow and share the latest trends within their online communities. Competitive by nature, they also had a strong fear of missing out, something that was only made worse during lockdown,” he said.
“We gained over 3,000 sign ups in just three months, with 81% of participants indicating satisfaction with our campaign, and 75% interested in future events. In short, we launched a virtual experience that made a real-life impact,” added Lee.
Credits
Client: The Livescape Group
Group Head Of Business Development: Michael Han (The Livescape Group)
Creative Agency: Lion & Lion
Regional Chief Creative Officer: Asher Cheelip Ong
Creative Director: Hans Lee
Head of Creative Content: Claudia Low
Head of Social: Angelyn Soh
Social Lead: Anniesa Dasih
Social Strategist: Justin Tan
Head of Strategy & Insights: Bilal Khan
Senior Art Director: Adrian Ng
Senior Copywriters: Kelvin Teow, Nadhirah Nadzri, Arushi Singh
Designers: Gigi Lee Man Qian, Jesslyn Fabryando, Rhui Yee Beh
Group Director Business Development: Jeppe Carlsen
Client Service Director: Adia Suhaimi
Client Lead: Yanice Wee
Head of Operations: Jean Cheah
Traffic Manager: Ida Chong
Production House: Motionrom & Pixarom
Producer: Saiwin Chew, Dzulkifly Ehsan (Motionrom)
DI Artist: Tee Hon Lam (Pixarom)
Audio House: Real Time Studios
Audio Producers: Jennifer Yiew, Evelyn Ang (Real Time Studios)
Sound Engineer: Terry (Real Time Studios)
Web Developer: Lizard Global