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Best of Gaming

Post date

September 16, 2024

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Objective Campaign

The primary objective was to drive awareness and consideration for Zuny among Belgian console gamers by creating a highly engaging and interactive gaming experience. The goal was to position Zuny as the top choice for gamers seeking a telecom provider that understands and supports their passion. A secondary objective was to collect first party data to enrich future conversion campaigns. 

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Media Characteristics

The Zuny Gaming Masters campaign, spanning four months, was meticulously designed to engage Nintendo gamers through a mix of online and offline events, including Splatoon 3 and Mario Kart 8 Deluxe qualifiers. 

Here’s how we achieved it: 

  • Targeting of Belgium’s gaming community, particularly the French-speaking PC and console gamers aged 16-35, with a specific focus on Nintendo enthusiasts
  • This demographic has historically been underserved in competitive gaming and represents a Greenfield audience largely ignored by competing ISPs. Recognizing a unique opportunity, we targeted this community before the anticipated changes in Nintendo’s official tournament guidelines, which were rumored to restrict such brand collaborations. Six months after the conclusion of the Zuny Gaming Masters, these guidelines indeed confirmed our foresight1.
  • We leveraged partnerships to create high impact events:
  • We collaborated with Pathé, MediaMarkt, and NRJ to host both physical qualifiers that complemented the online qualifiers.
  • The campaign culminated in a grand finale at Les Ardentes festival’s Gaming Zone, featuring a prize pool of €8,000 and streamed on Zuny’s Twitch channel and Nintendo’s official esports broadcast partner’s YouTube channel.
  • We built a community of fan while promoted the campaign across a variety of targeted gaming touchpoints:
  • Paid Media Campaign: We launched an extensive paid media campaign across Facebook, Instagram, YouTube, and Twitch.
  • Social Media Content: To build the Zuny gaming community, we created dedicated content for social channels, including Twitter and Discord.
  • Influencer Marketing: Top Belgian gaming influencers (3m+ subscribers), Jeanfils and Nobo, promoted the campaign on Instagram, TikTok, and YouTube.
  • Gamified Activation: Participants engaged in various activities to earn points and win Zuny and gaming prizes by:
    -Watching the Zuny video
    - Sharing the Zuny video on social media
    - Subscribing to the newsletter
    - Answering a quiz about Zuny
    - Answering the subsidiary question

Reason Best Practice

The Zuny Gaming Masters achieved remarkable success across all key metrics: 

  • Impressions and Reach: 11.4 million impressions and 645k million unique digital natives reached.
  • Engagement: Over 289,202 post engagements and 14,180 unique website visitors.
  • Participation: 1,980
  • Media Efficiency: Achieved a cost per lead (CPL) of 9.69€, significantly lower than typical gaming campaigns in Belgium.
  • Brand Awareness and Consideration:
    - 75% of participants had not heard of Zuny before the campaign.
    - 84% learned about the Zuny Gaming Masters through the campaign.
    - 92.3% of participants who requested samples were very likely to switch to Zuny after the campaign.
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