PUBG Mobile

Project description

PUBG MOBILE is the FREE battle royale shooter chosen by over 1 billion players worldwide. Extreme battles in 10-minute matches, play anytime, anywhere!

Goal

The team at Tencent wanted to run a campaign for a new dinosaur themed avatar that was launching in game

Challenge

PUBG’s IP allows for tongue-in-cheek humour, so we wanted to pay homage to this in our ad, while also including the dinosaur avatar into the script. Our goal was to drive awareness of the game and boost engagement with the release of a new in game avatar

Solution

We had all the building blocks – global awareness, a recent Kong vs Godzilla co-branded event, and a really funny avatar. but the challenge was to bring them together, respecting the various IPs AND speak to the current PUBG audience to drive purchase.

This required insights into what would be the best ‘trigger’ to obtain a nostalgic and strong resonance globally, and especially in North America.