Masterfile

Stock photography company Masterfile wanted to get the word out about their image-search

tool, Endless Media, which allows art directors to find the right

images faster.

Knowing that most art directors are susceptible to workplace distractions, the idea was to provide a fun and engaging way to show them how to use the search tool. Enter the Master Creative – a creative sensei, equal parts Kung Fu and Lee Clow – designed to guide the target through a series of challenges.

The Master was introduced through a tongue-in-cheek rap video. The challenges were teased in rich media banners, allowing users to play snippets of the full games within the banners themselves. Copy-driven simple banners also appeared online.

By letting users create a profile, receive points, win badges and compare scores via the online leaderboard, players were subtly motivated to take on more challenges and further interact with the brand.

Rethink also designed and integrated unique web pages and features into the existing Masterfile website. The campaign was executed in four languages across seven countries.

Over the five months of the campaign, there was a 32% increase in new visitors to the site (vs. the quarter prior), and new registrations increased by 17%.