Overview / background
Timezone is the leading fun family interactive entertainment centre that offers state of the art, attractive and popular interactive games in a safe, friendly, brightly lit and happy environment. Established in 1958, Timezone has set up more than 200 centres in Australia, New Zealand, Indonesia, Singapore, Phillipines, India and Vietnam. All the centres are Power card system-operated and present a Fun Time for Family.
Challenge
An all new game was launched in the ‘high footfall’ Inorbit Mall centre of Timezone. And the client expected customers to experience the enjoy the new game. Contrary to the expectation the game did not get the desired response. The cost of game combined with cost of space and loss in revenue was a point of concern for the client. That’s when ‘Vivid Brand Communication’ was approached.
Solution
After the field research on the mall floor, we identified the multiple challenges. Being a new game, people were not aware of the various characters of the game and didn’t know what to expect in different levels. Who are the friends and who are enemies, what is the character of the protagonist of the game was all a mystery. After understanding the customer psyche and behavioral patter, we advised the client to create a specialized branding for the game. So a special area was created around the game. This area was specially branded with the characters in the game, rules and levels of the game, cutouts, special colour and printing was done. This gave manifold impact. The familiarity was build with this kind of branding. The excitement was built up and the players were ready to experience the game.
The Result
And the result was voila…. The increased understanding of the games through visual branding made the game popular. This model was then applied to other low performing games too and every time when new game was introduced. Got incredible results. The ‘big impact’ of ‘out of the box’ idea, superbly executed.
