Cannes Lions

Odysee

M&C SAATCHI MALAYSIA, Kuala Lumpur / CELCOM / 2016

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Overview

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Credits

Overview

Description

Every 5 seconds someone loses their eyesight. 80% of blind cases are preventable if diagnosed on time. Malaysians are the most avid gamers in South East Asia. Games played on mobile phones are on the rise. As we all know, playing a lot of games isn’t good for the eyes. Celcom, Malaysia's largest mobile operator, wanted to raise awareness as part of their Corporate Social Responsibility

Execution

We turned the mobile phone into a blind man's walking stick. The game has 3 levels: The Park; The Market; and The Street. Each level sets a challenge. The gamer has to navigate to a set destination only by using just audio cues. At the end of each level, a simple eye check tests gamers for a distinctive visual impairment. Through the game, we combine awareness and an eye-check in an entertaining way.

Outcome

Significant increase in awareness was achieved through PR and downloads. However, a lot more can be achieved if celebrities can push for greater awareness of the game. And that's something we are hoping to achieve in the near future.

Besides the Android version, we are also working on an iPhone version. This too we feel will help increase awareness greatly.

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