theme: Time Walker – Glory of Racing
category: Event & PR, Online & Viral, Brand Identity
content: Upon the relaunch of Montblanc’s Timewalker watch collection, we come up with an exciting “escape room” idea that becomes a hit in the virtual community. With the “glory of racing” that every successful man is after, this idea has greatly triggered both online and offline participation, from an online “special agent” recruitment, a pre-launch video, celebrity line-up for social media content feeding, to personal experience in the escape room. Alongside the design and production of the digital tactics, our team maximises the exposure via on-target advertising and feedings on social media platforms, and these altogether have gained the campaign huge responses from the public. The game is on!
「密室逃脫」是我們為 Montblanc 的 Timewalker 系列特別打造的創新設計意念，並於網上成為大熱。每位成功男士所追求的榮耀時刻，正是我們這密室挑戰的目的－加入新鮮刺激的互動元素，與時間競賽，尋找隱藏於神秘大宅的寶藏，大大加強線上及線下的參與及關注度。從網上「特務」招募活動、製作節奏明快之活動預告片、透過名人於社交媒體宣傳，以至參加者親身到店舖參與「密室逃脫」，策略性地於網上及社交平台宣傳並吸納大量目標群眾，令整個推廣項目獲得廣大迴響。