Project | WeChat Digital Campaign

To help increasing their digital and offline engagement in Mainland China, MOSCHINO launched a Chinese New Year campaign and created their very first WeChat mini-game to celebrate the Year of the Ox.

The mini-game The MOOschino RUNway is a great way to immerse players into the world of MOSCHINO and educate them on the brand DNA. By simply tapping to jump and guide your Ox to collect coins and special items, players learn about the aesthetics of the brand and can win exciting prizes that can then be redeemed in any MOSCHINO stores.

The design of the game us inspired by real MOSCHINO runway shows and looks. Players get to customise the look of their avatar before starting the game to further engage with potential customers, increase brand awareness, and eventually boost sales.

This campaign gained a lot of international exposure and won the gold at Transform Awards Asia 2021 for Best Localisation of an International Brand.