Winner
Essence
EE Unleashes gaming ‘on the go’ with LADbible, EE
EE wanted to build authenticity and relationships among the gaming community Essence was tasked with not only increasing awareness, consideration and uptake of the Xbox Game Pass Ultimate on EE plans, but also driving innovation metrics for EE.
By establishing a number of partnerships, Essence helped position the mobile phone brand as the only choice for ‘gaming on the go’. This helped to increase awareness, consideration and uptake of the Xbox Game Pass Ultimate on EE plans, as well as driving innovation metrics for EE.
A content partnership focused on social was developed with LADbible and GAMINGbible, with influencers promoting the campaign on their social channels. Essence created a contest called ‘Gaming Unleashed’, featuring three outdoor gaming challenges, where participants battled it out to see who was the best equipped ‘gamer on the go’.
Essence also helped EE take a different approach to print, using real-world photography and adding accents of EE’s core brand colour of aqua. Gamers were also targeted with OOH, capturing them in a ‘mobile gaming moment’, strengthening EE’s presence as a provider of gaming on the go. The campaign was supported by Twitch and IGN through engaging display formats, as well as in paid social and PPC.
The results drove significant brand recognition among gamers, despite EE only using accents of the core brand aqua colour, while influencer content delivered brand lift on Facebook and Instagram stories. A significant number of adults targeted felt that ‘EE is best for mobile gaming’.
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