For the launch of Viking Tyres in Malaysia, we wanted to introduce the brand via a digital-led campaign called Olav's Quest that features a multi-platform mobile game in addition to a 3D animated trailer, social engagement via Facebook and on-ground activation throughout Kuala Lumpur. 
 
The brand character Olav the Viking had previously existed only in 2D, to support marketing collaterals and brand identity. He didn't have an 'origin' story, so we created one! 
 
First, we developed Olav as a character; we dubbed him the 'Jarl of Tyres' and gave him a place in Norse mythology as a liege of Odin. We wanted Olav to stand for fair roads and safe driving, so we gave him an antagonist, Gryte the Pothole Monster and his legion of bumbling minions. 

 

For the mobile game, we created a storyline in which Olav would fight his way across Kuala Lumpur in search of Dekk and Felger, his magical sword and shield that was stoled by Grtye.

 

Working with our technology partner Trinity Wizards, we created four levels of increasing difficulty in which players would navigate by jumping, collecting points and defeating minions in a conventional side-scrolling platform game but with a twist - at the end of every level, players would challenge Gryte in a boss fight. 

 

Apart from the game, which players could beat to unlock wallpapers, tips and reach a high score on a leaderboard, the mobile app featured content about the characters and the brand in a fun way.  
 
For the game trailer, we worked with production house Pixelpost to bring the characters to life, rendering Olav and Gryte in 3D and building a world that was not unlike our own. 
  
We hope you enjoy the trailer, and check out our game for Android and iOS. 
 
If you like what you see (and play) then drop by the official Facebook page and give us a Like! 
 
Thank you :)

The masthead for our campaign, Olav's Quest, was used throughout all touchpoints. 

The Top 10 players stood a chance to win some pretty cool prizes including cash, free Viking Tyres and exclusive merchandise. 

Players control Olav via familiar side-scrolling game gestures.

The loading screen previewed minions players would meet and defeat in the game. 

Players had to complete 4 levels that took place across Kuala Lumpur to the Niah Caves in Sarawak. 

In each level, we introduced new minions and obstacles for players to overcome. 

The final level was the hardest - gameplay was sped up with higher hit points and tougher minions. 

Players unlocked wallpapers as they progressed through the game - including those of hidden characters.

Players could hit the 'Pause' button to read useful hints and tips. 

Two wallpapers were created for each of the main characters.

We created profiles for all of the main characters of Olav's Quest and introduced subtle ties to the brand, product and tyre care. 

A 'Media' section featured videos that could be unlocked as players completed each level. 

An 'About' section clued players in to the brand, terms and conditions, social touchpoints and credits. 

The game trailer was embedded in the app so that players could learn Olav's origin story, and with it, the subtle brand values.