The challenge was to come up with an idea to engage customers and keep Game top of mind. We also needed to keep within the confines of lockdown logistics and appropriate messaging for COVID-19 crisis. We needy a nifty campaign that would cut through the clutter and spread some good cheer in a time of immense uncertainty. Cue the music!
Winter is the time of the year when we lose our sense of motivation, days are shorter, nights feel longer, getting out of bed becomes more difficult and the cold makes us feel blue. COVID-19 has only intensified these feelings. And the whole experience of shopping has dramatically changed too. Now queues, social distancing, sanitizing, masks and more are part of the new normal.
We decided to put a spotlight on the relatable feelings of winter blues. We tapped into the campaign messaging that at Game you can ‘beat the winter blues with unbeatable deals to warm the soul’. And then we got creative! What better way to spread good vibes than through music?
With all concerts cancelled due to the lockdown, streaming performances became the only way for artists to stay connected with their fans and generate an income. In light of this, we tapped into the opportunity to help the industry by creating a platform for musicians to do what they love and spread some much-needed joy. We got innovative with the platform we used and combined a hybrid ‘phygital’ approach to Beat the Winter Blues.