‘LUX Fantastical Manor’ attracts gamers on Farmville Chinese

Created by JWT and social games developer Zynga for Unilever, ‘LUX Fantastical Manor’ is a month-long event and features Shu Qi. The campaign, which launched 20 July, is aimed at promoting Lux to Facebook-based Farmville’s Chinese-speaking players in Malaysia, Singapore, Hong Kong and Taiwan.  

The game features a Lux branded farm run by the brand’s Asian ambassador, Shu Qi. Players who visit the farm are rewarded with a beauty potion they can use to redeem Lux beauty items and beauty crops based on the brand’s products. Examples include a cooling mint tree, a fragrance tree and silk protein extract which can be used to ‘glamourise’ farm animals.

“People are spending more and more time in social games, with Farmville the most played social game globally. Many multinational brands have yet to tap into the massively growing Chinese speaking audience online,” said Severine Vauleon, global brand director of Lux.

Credits
Agency: JWT Singapore
Executive creative director/ Global Lux ECD : Guan Hin Tay
Art director/ designer: Pei Pei Ng, Iris Tan
Copywriter: Uma Tan
Planner: Pete Heskett, Lydia Daly
JWT NY director of emerging media: David Rosenberg
Business director: Sam Williams
Senior account manager: Anjali Bewtra
Production company: Zynga