Unilever digs into Social Gaming with LUX tie-in with Farmville Chinese

Sponsor

SINGAPORE, JULY 22, 2011— Unilever makes its first foray into social gaming with its LUX brand through a tie-in with a recently launched, limited-edition event called ‘LUX Fantastical Manor’ in Farmville Chinese.

‘LUX Fantastical Manor’ is a one-month long event on Farmville Chinese, created by international advertising agency JWT and the top social gaming developer Zynga. The game presents players with an opportunity to beautify their farms with LUX limited edition beauty items while interacting with LUX Body Wash’s Asian Icon, Shu Qi on her LUX branded farm.

Players who visit Shu Qi’s farm are rewarded with a virtual currency: Beauty Potion that they can use to redeem LUX beauty items and beauty crops inspired by the brands’ products: fast growing Apricot and Cherries, a Cooling Mint Tree, and a Fragrance Tree; as well as Silk Protein Extract to use for glamorizing farm animals. These items and crops can be redeemed from the store to make a player’s farm more beautiful.

Players can also receive LUX Beauty Potion by harvesting Shu Qi’s crops, collecting Potion on their own farms, and by sending and requesting Potion with friends to increase their virtual revenue.

Severine Vauleon, Global Brand Director of LUX said, “People are spending more and more time in social games, with Farmville the #1 played social game globally. Many multinational brands have yet to tap into the massively growing Chinese speaking audience online. With LUX ‘Fantastical Manor’ we are introducing a fun, interactive way to engage the Chinese speaking LUX consumersin Malaysia, Singapore, Hong Kong and Taiwan who are avid players in Farmville Chinese.”

‘LUX Fantastical Manor’ marks Unilever and LUX’s first foray into social gaming. The campaign was launched on July 20 and will continue through to August 16.

“Farmville Chinese is the perfect platform to add a touch of LUX glamour, which we call ‘Luxifying’ Farmville,” said Tay Guan Hin, Regional ECD, JWT Southeast Asia and Global ECD of LUX. “‘LUX Fantastical Manor’ allows social gamers to participate with the brand in a more playful manner.”

CREATIVE CREDITS
Agency:  JWT Singapore
Product Name: LUX Fantastical Manor
Client:  Unilever
Executive Creative Director/ Global LUX ECD :  Guan Hin Tay
Art Director/ Designer:  Pei Pei Ng, Iris Tan
Copywriter:  Uma Tan
Planner:  Pete Heskett, Lydia Daly
JWT NY Director of Emerging Media:  David Rosenberg
Business Director:  Sam Williams
Senior Account Manager:  Anjali Bewtra
Production Company:  Zynga
Exposure:  Hong Kong, Taiwan, Singapore and Malaysia