Persil / TAG: Tag The Game

In the latest work from Persil, the detergent brand has taken the bold move to create a hoax campaign in a bid to harness the power of the gaming community and get kids excited about the outdoors, creating a greater balance between playing in the real world and virtual worlds. Over the past week, gaming influencers such as Ethan The Gamer have been creating hype for the latest game to hit shelves - a simple sports simulation console game called TAG.
Agency: LOLA MullenLowe

The convincing start of the elaborate hoax came in the form of a hyper realistic 6-second trailer and a link to an Instagram page for DIG Studios, a 'Gaming studio based in the UK and creators of #TAGTHEGAME'. As influencers started to get on board with the launch, a full 60-second trailer for the game was sent to six handpicked influencers with a combined reach of 10.2 million. These key voices of the gaming community streamed the trailer live to their fans through Instagram and Twitch but as the high-octane trailer came to a climax, they soon realised they’d been hoaxed by Persil – live on camera. The gaming trailer revealed its true intention with the end frame 'only available in real life' and at this point influencers realise the whole thing had been a hoax – from the exclusive trailers to the TV ads and even the Dig Studios Instagram page. The fully integrated campaign is the latest move from Persil, Dirt Is Good, and is in response to research by the brand which found it’s been three months since the average UK child got muddy while playing outside. Although the lack of outdoor play is well documented, Persil dug further into the issue and discovered that for parents of children aged 5-12 it goes much deeper. Over half (57%) of parents feel that lack of time spent playing outside meant their children have no connection with nature or the great outdoors. For a further one in five parents (22%) they worry that their child’s lack of connection means they will struggle to understand how important it is to protect the environment.