| Title | ARE YOU GAME ENOUGH? |
| Brand | LOGITECH |
| Product/Service | COMPUTER GAMING PRODUCTS |
| Category |
I01. INTEGRATED MULTI-PLATFORM CAMPAIGN |
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Entrant Company
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SPINN ACTION MARKETING Stockholm, SWEDEN
|
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Advertising Agency
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SPINN ACTION MARKETING Stockholm, SWEDEN
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Credits
| Markel Ahlenius |
Spinn Action Marketing |
Art Director |
| Christofer Lann |
Spinn Action Marketing |
Copywriter |
| Andrea Sachs |
Spinn Action Marketing |
Copywriter |
| Anne/Charlotte Lindau |
Spinn Action Marketing |
Account Manager |
| Alexander Lukas Hederby |
Actionist |
Designer |
| Sofia Carlenäs |
Actionist |
Project Manager |
| Jörgen Hansson |
Actionist |
Developer |
| Christina Holmberg |
Logitech Nordic |
Marketing Manager |
| Peter Cederquist |
Sthlm Film |
Producer |
| Claes Carnefeldt |
Spinn Action Marketing |
Client Service Director |
| Joel Folkesson |
Spinn Action Marketing |
Graphic Designer |
Creative Execution
We created a platform, an online “testing zone” where the gamers could show off their mouse skills.
To get the campaign started, Swedish gaming superstar, Maddelisk unboxed the new high-tech G502 and talked about the features. And challenged gamers to beat her score.
Facebook and banners pushed gamers to the site. Together with off- and online communication at the world’s largest computer festival, Dream Hack, we managed to reach the core of the gaming community.
In stage two we only used a few tweets and Facebook posts to entice the gamers to take the challenge.
During the five week campaign period 50.000 unique gamers took the challenge. Goal: 6000. That’s 830% more than expected!
Almost 290.000 games were played. The primary goal for stage one: 6000. Result: 133.731 games played. That’s 2228% more than expected!
Logitech sold a stunning 8300 units. An astronomic amount in the Nordic market when it comes to highly priced gaming products.
With the digital testing zone as a launch platform it’s now easy for Logitech to successfully continue launching new products and interact with their target group.
Bottom-line: Logitech is now game enough for hardcore gamers.
Logitech is well known for its peripheral products for computers. They noticed that their biggest competitor started to gain market share and they wanted to keep their ground. Their move was to launch a new line of gaming products, globally.
Our mission was to get the gamers in the Nordic countries to embrace their new cutting edge gaming mouse. Hardcore gamers are a tough bunch to attract and ordinary communication is not the way to convince them. They need to find out for them selves. So we needed to meet them on their own digital turf.
The idea was to entice them with something they couldn’t resist. We challenged them to put their skills to the test. Are they game enough?
Up until now Logitech had only done minor campaigns in the Nordic countries, mostly in-store and hadn’t been visible in the digital arena at all.