Staff Reporters
Mar 19, 2019

EMA winners: Best Trade Show/Exhibition

Areas were designed for exclusive game previews, fan engagement via VR, mobile commerce, and immersive theatre experiences.

EMA winners: Best Trade Show/Exhibition

GOLD winner Ubisoft at ChinaJoy
Brand Ubisoft
Agency Freeman

ChinaJoy is Asia’s largest video game and digital entertainment fair showcasing 4,000 games from over 30 different markets across a 170,000sqm-space at the Shanghai New International Expo Centre. For their booth, video game company Ubisoft was looking to elevate their experience as an exhibitor.

Freeman saw an opportunity to combine live performances with online-to-offline new retail activations with a concept called ‘Unlock the Next Level’. This was done by designing areas for exclusive game previews, fan engagement via VR, mobile commerce, and immersive theatre experiences. To draw crowds, live shows were streamed via LCD screens in the booth and a live feed was kept alive for popular gaming video platform Douyu.

On top of that, cosplayers were engaged to create pre-event social buzz and participation in live shows through social media. The pop-up store was the designated exit for the Ubisoft booth where fans were encouraged to purchase items via Ubisoft’s WeChat mini app.

Source:
CEI

Related Articles

Just Published

1 day ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

1 day ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

1 day ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

1 day ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.