0
spent in advertising may have gone largely unseen by gamers
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spent monthly on gaming
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more likely to try the latest trends before any of their friends
Challenge
How do you accelerate PC sales in the gaming ecosystem when your consumers are notorious ad blockers? You do as gamers do and hack “the system” by pioneering an inventive, first-of-its-kind “unblockable” media plan.
As part of Intel’s 2nd annual Intel Gamer Days – an online sales event across 40+ gaming partners – we were given the daunting challenge of breaking through to an elusive audience by driving interest and excitement for the event with the ultimate goal of PC sales.
Solution
F.O.M.O., officially coined in 1996 by Dr. Dan Herman, is a form of a social anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media. This phenomenon is widespread in gaming circles, and one doesn’t have to search deep to find reddit thread after thread dedicated to the topic. To create an exclusive and urgent gaming moment, we set out to not only build anticipation, but generate F.O.M.O. at scale.
Results
Intel exemplified worldwide best practices of how to leverage key audience insights to build a campaign centered around emotions (F.O.M.O.) and original, cutting edge use-cases for media. With a laser focus on the audiences’ attributes and motivations, this campaign exemplifies effective breakthrough by constructing novel ways to deliver messaging to an elusive audience.
More Than That with Gia Peppers
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The Cadillac Live Experience
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It’s Hard to Read
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Seize the Awkward
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Doomsday Vault
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Generali
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Cost of Winning
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Harvard Pilgrim Healthcare
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The Hunt for Court People
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Project Athena
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
CRM stratergy
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
Multi-touch Attribution: Rx Measurement Impact Analysis
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Operating Model Design and Implementation
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
One Team Ascensia
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
The Futbolera
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Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...