Our objective was to get Malaysians to be aware of the progress initiated by Malaysia’s Economic Transformation Programme (ETP). We created an interactive journey into the future to determine which ETP initiative is most relevant to the typical Malaysian citizen.

User logs on to Citizen 2020 via the ETP website and connects to Facebook. By connecting to Facebook, this allows the user to automatically share information to their Facebook page.

 

After connecting to Facebook, the user is prompted to provide some basic details about themselves before beginning their interactive journey. User then begins by answering a series of questions related to ETP’s initiatives. Questions are crafted to relate to the user’s lifestyle and they answer the questions in a more engaging and interactive way.

Based on their answers, Citizen 2020 generates a persona for each user, and at the same time provides all the relevant ETP initiatives that will help users in the future.

Citizen 2020 has generated over 14,000 players since its launch in November 2012.

 

Role: Art direction, design.