Level Up Player Edition
OSIM uThrone Gaming Chair
Having launched the world’s first-ever gaming massage chair with the ‘Level Up’ campaign,
the ‘Player’s Edition’ campaign is an extension of its original idea that focuses on the users of the next-level gaming chair.
THE BRIEF
To sustain conversations and buzz around the OSIM uThrone from its original launch in 2020, and to keep OSIM as a top-of-mind brand when considering a purchase of a gaming chair/office chair.
THE IDEA
Telling the narrative of the world’s first gaming massage chair from the perspectives of its users, four unique yet relevant characters were born to play in the game of well-being.
The Pro Gamer
“Do you spend at least 50 hours each week playing games, or aspire to be a pro gamer one day? Meet Gene The Gamer. Her training regimen includes lots of playing, winning and leveling up. But how does she keep up with the rigorous physical requirements of being a gamer? The answer is simple and that is to always level up on your well-being.”
The Hipster Student
“In theory, e-learning was like a dream come true for Skye The Hipster Student. But navigating University life as a creative student has proven to have its own set of challenges. Spending most of his time with digital devices, Skye began to slouch — causing neck and shoulder pains to slowly creep up on Skye’s well-being.”
The WFH Warrior
“Hardly anyone has been spared from the effects of 2020, and neither is Wayne The WFH Warrior. Working from home since Circuit Breaker — fighting fires and battling tight deadlines on the daily while juggling between his duties at home, Wayne slowly but surely upgrades his home office to keep up with the pace of WFH.”
The Binge-watching Mum
“Know someone who can binge watch an entire drama series in one setting? Then you surely know about the lower back pains and stiffness they go through! Prolonged sitting in a position can cause chronic problems to our lumbar area, and Mel The Binge-Watching Mum could definitely use some extra care in that area.”
Interactive Facebook Instant Experience
Each Player tells the narrative of how they level up with uThrone in their dedicated page
Tactical Promotion through Facebook Instant Experience
Team:
Creative Director: Mervyn Chan
Creative Art Head: Cain Lim
Senior Copywriter: Sally chua
Art Director: Mathisha Mahawalage
Account Director: Amanda wong
