Magiclean Your House
One of the projects I did whilst at OFFEO x OFFSET was the creation of a festive digital campaign for our client, KAO Magiclean, a household cleaning product brand.
The objective of this campaign was to spread the message of the effectiveness of Magiclean products while engaging consumers on digital platforms.
As the UI UX Designer on the team, I worked closely with the client to design a microsite that aligned with their vision.
While the visual assets were mostly provided by designers over at OFFSET team, I had to make majority of the visual styling decisions for the UI as there was no design system in place.
This project afforded me the opportunity to experiment with CNY-themed UI design and learn about basic game design.
What makes Chinese New Year?
Celebrated by Chinese around the world, Chinese New Year represents a fresh start and family reunions. Brands seize this opportunity to celebrate with their customers by offering discounts and lucky draws.
As people begin spring cleaning, this is a golden opportunity for Magiclean to promote their household cleaning products. However, for any festive campaign to be successful, brands have to tap into the zeitgeist and be relevant to their consumers.
The goal is to engage the consumer and improve brand awareness.
Appeal to the Chinese consumer desire for zodiac predictions
Weaved in cleaning tips and selected Magiclean product for each zodiac reading
Top Google searches as Chinese New Year approaches
GAMIFY PRODUCT KNOWLEDGE
Studies have shown that games increase brand awareness and customer relationships
Short "cleaning game" to teach users the effective and use cases of different Magiclean products.
As there are many types of Magiclean products, this game would expose users to them in a fun and engaging manner.
To win, users have to match the correct Magiclean products to the dirty corners of the house in the shortest amount of time.
The need to reward good behaviour and entice players.
Vouchers given out after each stage
Celebrate when users set a new high score
Set clear goals for each stage so players can progress.
Clear demo of gameplay
Clear instructions and graphics
Provide constant feedback on player's progress.
Game Progress Bar
Review of timing after every stage
Capitalise on the power of word of mouth
Understand user's motivation to share
Convenience of sharing
An element of competition to keep users engaged.
Stopwatch to time each stage
A game has to be enjoyable and entertaining.
Pitch the level of game difficulty well
Provide amusement via game graphics
Underpinning the game was a set of prize mechanics as we had vouchers and prizes to be given out.
your House 2021
Guiding users on how to play the game
Generate an element of competition before users are introduced to the game
Periodically provide users with incentives so they keep playing the game and complete more stages.
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Celebrate with players when they reach a new milestone, or complete a task.
Leverage on social media to generate a conversation around the game. It was important to enable sharability as games are more fun when friends play them together.
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Developers: Hein Htut Aung, Jerome Kwek, Fransiska
Creative Director: Gregory Poon
Account Manager: Kimberley Chong
Ops: Caleb Hoon
OFFSET Design Team: Low Jing Yi, Goh Jing Min