THE BRIEF
MILO has recently launched a product line specifically targeted teenagers - MILO Teen. However, it met a challenge of being irrelevant for teens. One of the key findings after doing research is that teens love to express their personalities and one of the most common way for them to do so, is through online quiz. Using that as the starting point, client has briefed creative team to come up with a quiz where teens can visit, answer, know more about themselves, win cool prizes and ultimately express themselves.
THE IDEA
How can this quiz stand out among others and engage with teens? To speak using their language - teen slangs - and to visually capture teens’ attention on social platforms. Creative team came up with the idea of SPORT TRIBES, basically to categorize different sport personalities into 4 groups of characters: CAPTAIN TRIBE, GOLD TRIBE, BYSTANDER TRIBE and SOLO TRIBE. Each of them are visualized in a quirky and cool way with their own personality traits, preferred sports and even “Pick-Up” lines. The tribes are introduced firstly through a 30 seconds digital film and on the quiz page, then was emphasized on different social platforms and community pages.
THE RESULT
After launching the quiz page, the engagement level is off-the-chart, it managed to attract 10.000 users within the first 4 days and toward the end of the campaign, there was around 100.000 users visited and tried the quiz. The numbers of impressions are even more astonishing and our little campaign even managed to bring down Netslé's server for a few days... Oops, so sorry Netslé's IT Dept :D.
THE ROLE
My role was to come up with the idea, working with 2D artist to create the characters and illustrations for the quiz, work with 3D team to develop 3D characters, come up with the flow for the 30s animation and other video materials, and visualize the quiz website.
Sr. Art Director: Nguyen Huy Vu - Sr. Copywriter: Nguyen Quynh Thy - Art Director: Nguyen The Tao
Designer: Nguyen Hanh Dong, Nguyen Ngoc Yen - Illustrator: Lucia Pham, Wam Nguyen
Client Service Department: TraMy Nguyen, Huynh Nhu Phan
CHARACTERS IN MOTION
Since the campaign is about to introduce the 4 tribes as well as communicate clearly about the Quiz, me and my team has developed a storyboard that captured the essence of each characters as well as reflex a simple storyline for the campaign. We worked directly with the animation team to bring to life the storyboard and supervised the animation as well.
CHARACTERS DEVELOPMENT
After coming up with the initial concept, creative team cascades the idea to develop the characteristics of each tribe. We then work with an illustrator, Lucia Pham to come up with the look for each characters. The process from 2D sketch, 2D illustrations to 3D developing is supervised by me and my Art Director.
BADGES DESIGN
What’s good of knowing your tribe but cannot show the world where you belong? That’s why we designed an emblem or badge for each tribe which users can collect after they complete the quiz.
WEBSITE UI DESIGN
We developed the layout for the quiz website with one goal in mind, to make it as simple and engaging as possible. In order to do so, we have eliminated all the extra information, to keep the focus on the characters and mechanics of the campaign. The questions as well as choices are simplified and visually explanatory so there’s no need to include lots of description. In the end, we have a clean and visually interesting landing page with stunning questionnaire pages.
We also developed a set of illustrations representing the answers for the questions. The goal is to echo our Tribe characters’ appearance and reflect the answer as clear as possible.
THANK YOU FOR
CHECKING THIS OUT.