2021 Brand Experience & Activation

THE MIC COVER CAMPAIGN

TitleTHE MIC COVER CAMPAIGN
BrandLOGITECH G
Product/ServiceLOGITECH G G733 HEADSET
Category G04. Social Behaviour
Entrant WENDERFALCK Stockholm, SWEDEN
Idea Creation WENDERFALCK Stockholm, SWEDEN
Media Placement WENDERFALCK Stockholm, SWEDEN
PR WENDERFALCK Stockholm, SWEDEN
Production WENDERFALCK Stockholm, SWEDEN
Post Production WENDERFALCK Stockholm, SWEDEN
Additional Company LOGITECH NORDIC AB Stockholm, SWEDEN
Credits
Name Company Position
Jens Elfsberg Wenderfalck Key Account Manager
Sebastian Andersson Wenderfalck Project Manager
Sofi Viebke Wenderfalck Media & Influencer Specialist
Fanny Jansson Wenderfalck Social Media
Nils Nyebølle Wenderfalck Production Manager
Tanja Peltoarvo Wenderfalck Art Director
Joel Klasén Wenderfalck Graphic Designer

Why is this work relevant for Brand Experience & Activation?

Gamers are expressive. Personal expression is often one of the reasons streamers get subscribers. But when they stream on Twitch their gear often doesn't match their expression. Until now… When launching the new Logitech headset, we focused on the insight regarding the social behavior/need of expression for streamers and wanted to emphasize the importance of being yourself and personalizing your gaming setup to match your expression. How? By letting gamers design the world’s first personalized mic cover. This broke the mold for how a brand can interact naturally with gamers within their own community (i.e. streaming channels).

Background

Logitech G needed help launching the new colorful headset G733. Most gaming headsets are black. This new LG headset comes in various colours. The brief asked us to further emphasize how Logitech's gaming gear lets you express yourself in a totally new way. The objectives for the campaign was to raise awareness, build Logitech as a brand that lets you express yourself while gaming. And generate sales.

Describe the creative idea (20% of vote)

Gamers are expressive. Personal expression is often one of the reasons streamers get subscribers. For a long time, gamers and creators have had a challenge to match their expressive personalities with gaming peripherals such as headsets, since most of them are only available in black or white. With the launch of Logitech G’s new colorful headset, G733, we changed that. To emphasize the importance of being yourself and how to personalize your gaming setup even further, we let gamers design the world’s first personalized mic cover. This broke the mold for how a brand can interact naturally with gamers within their own community (i.e. streaming channels).

Describe the strategy (20% of vote)

Gamers are expressive. That’s often one of the reasons their streaming channels get subscribers. When they stream on Twitch they wear dull and black headphones that don’t match their expression. To launch the new colorful Logitech headset we focused on a trigger point among consumers that cares about expressiveness in their streaming setup. We helped gamers express and brand themselves on their streaming channels whilst also introducing Logitech's new headset to people watching streamers on Twitch. We collaborated with influencers that had a strong community and a special symbol or name tied to their channel, making the mic cover a sought-after add-on and a symbol for belonging to the same community.

Describe the execution (30% of vote)

We chose influencers that had a strong community and a special symbol or name tied to their channel, so that the mic cover design would be a sought after add-on and a symbol for belonging to the same community. We let our influencers design the mic covers by that brief together with their followers, and created popular beats in their own channels and Logitech G’s owned channels. Creator activations started in November 2020. Activations included 5 main beats in Twitch, YouTube, Twitter and Instagram. We boosted our creators’ best posts on Instagram and advertised the content published on Logitech G's Facebook page. To further increase our reach we created two Behind-the-scenes videos that were activated in a paid campaign on YouTube, Facebook and Instagram.

List the results (30% of vote)

4 354 800 minutes of views on Twitch and YouTube 32 966 engagements on SoMe 2 417 278 video views 2 606 254 in total reach The campaign contributed to +536 % increased in Color Collection sell out (units) vs previous quarter, which we believe gave a colorful spark to the Nordic creator community.

Please tell us about the social behaviour that inspired the work

The urge for self expression is increasing as we spend more time in front of our screens.