A birthday campaign across Southeast Asia
Blending OOH and social to reach over 20 million people across Southeast Asia.
Results
Campaign recap video
Guiding insight
A game anniversary is an emotional community milestone, not merely another content update. Existing players want their shared journey recognized at scale, while newcomers need a compelling reason to look in. The campaign had to serve both needs at once.
Challenge
Run a region-wide 3rd-anniversary campaign that made noise online while owning outdoor presence across Southeast Asia.
Solution
We planned and budgeted the campaign, selected offline venues and LED billboard placements across the region, and crafted the campaign wrap-up video.
What we did
From insight to execution, every workstream was designed to play a specific role in the launch and growth journey.
- 01Planned and budgeted the regional campaign
- 02Selected offline venues and LED billboard spots across SEA
- 03Created the 3rd-anniversary wrap-up video concept
The lasting idea
By aligning OOH, events and social around one story, the anniversary moved beyond promotion and became a cultural moment for the gaming community.
Services delivered
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