Background
Pokémon GO is an AR-based game that gives players a real-world experience of catching & playing with their favourite Pokémon. This gaming app is also available in several languages.
Objective
With over 52.83 crore Hindi speakers making up 43.63% of India’s population, Niantic knew they had a golden opportunity to introduce the Pokémon GO app in Hindi.
The goal? To attract new players, bring back the old users, strengthen the Pokémon GO trainers community, and overall represent the love for India on a global level.
But how could they ensure the Hindi-speaking population felt that the game was truly their own?
Creative Solution
To connect with a Hindi-speaking audience, you must speak their language. And we did exactly that by infusing a DESI flair in our campaign with the Call-to-Action: ‘Aao Khele Pokémon GO!’.By leveraging multiple digital touchpoints, we invited both the trainer community and new players to come together and experience the joy of playing Pokémon GO.
Execution
A brand film that captured the vibrant spirit of India and the fun of catching Pokémon across the country made for the central communication piece of our campaign.
Hindi took center stage, with ‘#AaoKhelePokemonGO’ prominently being featured on digital outdoor hoardings. Influencers also joined in to experience the game in Hindi with the community, thus energizing the community and creating authentic, shared moments that resonated with fans.
The word of Pokémon GO in Hindi spread rapidly across the country, catching not only Pokémon but also the media’s attention, as it topped headlines in major publications.
The introduction of Hindi on Pokémon GO India’s Instagram page further amplified the campaign’s reach, encouraging fans to engage and share the experience within their communities, bringing everyone together to ‘Aao Khele Pokémon GO’
Results
We witnessed a download surge, welcoming a large community into the Pokémon GO family. All it took was a spirited invitation to turn a challenge into a triumph with:
500K+ engagement
5M+ Reach
So, what are you still waiting for? Aao Khele Pokémon GO!