Break the safe is a school assignment in collaboration
with Mortierbrigade and Nationale Loterij for the course
Devine at University Howest Kortrijk. -January, 2015
This is a project of Zoë Van kuyk & Thomas Verleye.
We had to create a campaign idea to make 18 till 35
year olds play more gambling games. In our research
we concluded the online games wasn’t a great succes.
Our challenge was to make an online game which is
more attractive to the target audience.
The concept of the campaign is that there are safes
which can contain up to 1 million euros which need to
cracked to win. These safes are livestreamed on a
micro website where you can give in your personal
combination for a certain bet. An electronic motor
gives in the code which you can see in the livestream.
If you gave in a winning combination you’ll win a
certain amount of money.
This video is a little teaser-video which is displayed on the website when the user visited the website for the first time. This gives the campaign that extra touch which the target audience get’s attracted to.
Track: „the good the bad and the ugly” soundtrack
This video is an example of how the commercial ads would look like. We’ve tried to simulate the tension when you play this game and give it a mysterious touch in not showing everything about this game. This will make the watchers curious and interested in the campaign.
We did choose to make of western styled theme because this connects with the concept of a safe. We have it a subtile touch of the brand ‚Nationale Loterij’ its color and style so it gives more confidence to the user. When we were wireframing the website we focused on convincing the user how this game works and it’s actually fun to play.