SUDOKU 

PLAY WITH NUMBERS

360°CAMPAIGN

Challenge:

With thousands of board games, Facebook games, and of course video games on the market, how do you brand a game that everybody knows about in a clear and concise way?

 

Idea:

Our research indicated that people who played Sudoku had a strong passion for the game. It was part of their daily or weekly ritual. So our strategy was to play on this insight and relate to the passion that people have for numbers and in turn, Sudoku.

 

Sudoku was also a game played by individuals on a personal level, and our goal was to turn it into a more engaging form of entertainment. 

 

Result:

We conducted the campaign in two phases. The first phase was releasing the print ads that conveyed the passion that people had for Sudoku. It illustrated the different lengths that people will go to, to play the game.

 

In the second phase, we focused on activations that engaged people to play Sudoku and create that passion. For example, for outdoor, instead of creating a typical billboard, we turned transit shelters into Sudoku cards, in which people waiting for the bus could fill in the squares with a marker.

 

All of this was under the big umbrella of 'playing with numbers.' It was a big idea that could touch people on an individual level or as a means of playing and therefore connecting with others.