BRAND MASCOT
Playtime at ChinaJoy
We wanted to make an everlasting impression. But in a fast-moving global world, engaging an audience is never easy. Instead of big-budget and high-tech, we chose a more grass roots approach to attracting visitors to our stand. We wanted to get physical...
We wanted to PLAY!
Engaging a uniquely Chinese audience, we needed help in breaking down communication & cultural barriers. No huge logos, no heavy brand messaging... Just Carmello, our AI-enhanced mascot and influencer.
Part-alien and part-Chameleon, Carmello, like everyone, craves company so we invited visitors to the Alpha Games stand to create a plushie buddy out of play-Doe for Carmello. The result was over 500 visitors to the stand with numerous leads to follow-up.
Client: Alpha Games
Experiential event . Creative Director
Insight
According to Technicolour Creative Studio, a brand mascot can increase a company's profit and emotionally connect with customers by up to 41%. They humanize brands so people can emotionally engage with them. They have a personality that embodies the brand itself, and a timelessness that means they stick in people's memory. They encourage emotional responses such as laughter, humor, likeability, camaraderie, empathy.
By inviting people to physically interact with the brand mascot through a non-digital activity, the Alpha Games stand became one of the most memorable at
the 2023 China Digital Entertainment Expo and Conference
