0
increase in Taiwan's monthly new user acquisition
0
increase in new subscribers in Taiwan
Background
The people of Taiwan highly regard their culture. Dating back to the 17th century in the Chinese world, the Puppet Show is a classic Taiwanese performance art exemplifying visual storytelling that speaks to Taiwan's customs and traditions through the ages.
World of Warcraft, a cultural phenomenon that once saw more than half of the population playing. Fourteen years after its release, World of Warcraft invited players to return to the frozen lands of Northrend to reexperience a beloved expansion with Wrath of the Lich King Classic. How to once again rise to the leading brand with this rerelease, and find a way to reinvigorate interest in the brand with Taiwanese players?
Idea
Unifying Taiwanese and World of Warcraft cultures, we created a uniquely authentic visual experience.
Execution
Partnering with Pili, the most iconic puppet show, World of Warcraft characters and scenes were created using Taiwan's famous puppet show craftmanship. Wrath of the Lich King, a hugely popular story for Warcraft players, was recreated in puppet theater and rewritten with local Taiwanese dialogues.
Taiwanese fans overwhelmingly enjoyed the production seeing the puppeteers' performance and western characters speaking in authentic Taiwanese accents.
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