Encompass creates virtual world at malls to promote GoJiyo
by EVENTFAQS Bureau | Corporate/Brand Marketing | May 21, 2010
Godrej recently launched its social networking and gaming website named 'GoJiyo'. In order to promote the initiative, mall activations are being carried out in several malls across Mumbai and New Delhi. In Mumbai, the activities were conducted from April 30-May 2 at Inorbit Mall, from May 7-9 at Nirmal Lifestyle Mall and from May 14-15 at Phoenix Mills. The activations are being executed by Encompass Entertainment Pvt. Ltd.
Ashutosh Tiwari, EVP-Strategic Marketing, Godrej, said, "The mall activations are aimed at providing an exclusive and unique experience that would generate a buzz around the virtual world of GoJiyo.com. With our main target audience being the youth of the country, the idea of setting up surreal 3D experiences in a mall seemed exciting, and also gave us a platform to reach out to this target audience. Since the event demanded a large amount of technical expertise, we decided to utilise the combined services of RMG Connect and JWT, whereas the event was executed by Encompass. The brief was crisp and aimed at telling the agencies involved that the event should provide an exclusive and immersive platform for the visitors so as to bring GoJiyo.com alive."
The activity is providing visitors with the chance to learn about GoJiyo.com, how it works and what its various features are. GoJiyo aims to provide users with the perfect platform to live an exciting life online while making new, like-minded friends, and creating a fusion of customer experience and brand activation. It encourages users to undertake various exciting activities and quests like skydiving, bungee jumping and treasure hunts within the setting of six virtual 'worlds'. The six worlds - Solaria, Noom, Turqua, SnowFlash, MauryaPrasth and Re-Janm - provide users with the opportunity to live out their dreams in the most exciting of settings.
Chanda Singh, EVP, Encompass Entertainment, said, "The challenge for us was to take the whole virtual world of GoJiyo to the audiences on-ground and let them experience the 3D website. We created a big 3D box wherein, on entering it, people were given the feel of entering a virtual world. We had fixed motion sensors across the box to give a unique feel to people. There were three major sections to the box - a beach setup, a virtual graffiti zone wherein people could do graffiti using infrared spray cans, and a tight rope walk. A virtual character called Simran was designed to explain to people the features and working of GoJiyo."
Tiwari added that the activations at Inorbit Mall and Nirmal Lifestyle Mall saw over 350 and 700 people respectively register on to GoJiyo. "Since the activation has received great response, we are slated to initiate similar activities in Delhi. As of now, we plan to do the activations at Select City Walk Mall from May 21-23 and Ambience Mall in Gurgaon from May 28-30," Tiwari said.