2019 Winners & Shortlists

Background.

Honor promoted the launch of their New Phone (Honor Play) by partnering with Gameloft to create the first Mobile E-Sports tournament in the Middle East and North Africa. the objective was to put Honor at the heart of the gaming experience emotion, engagement, community and to reinforce the brand's positioning with the strong positive messaging towards millennials. The teasing campaign started in August 2018 and lasted for a month then the online qualifications were comprised of 3 rounds that ran throughout 2 months. The Final event was held on 25 October 2018 at Al Faisaliah Hotel, Riyadh where 16 finalists competed against each other for a chance to win a part of the 100,000 SAR prize pool that was offered by Honor.

Describe the creative idea.

The Idea was to create an interactive campaign to engage the audience of our mobile games in a captivating competing manner to compete against one another. We choose Asphalt 8, one of our most popular titles and winner of multiple awards including being downloaded more than 500 million times as per App Annie, to be the game of choice to hold the E-Sports campaign on as it owns a very high base of users in the targeted region requested by Honor.

Describe the strategy.

Considering our games reach in the region and the target audience that Honor wanted to reach their product with (males aged between 12 - 35) that are interested in Gaming. An E-Sports campaign was launched on Asphalt 8 to maximize the engagement of Gamers aged 12 - 35 as per Honor's requested audience reach that has an interest in Gaming to market their brand new Gaming Mobile Phone to them. The Product was a mobile phone and the E-Sports campaign was completely launched on a mobile platform to ensure maximizing the reach to the target audience.

Describe the execution.

The teasing campaign started in August 2018 on all our Gameloft Games in additional to social media and lasted for 19 days to maximize the reach and engagement of all gamers then the online qualifications were comprised of 3 rounds that ran throughout 2 months on Asphalt 8. ROUND 1: 19 August – 25 August 2018 ROUND 2: 2 September – 8 September 2018 ROUND 3: 16 September – 20 September 2018 The Final event was held on 25 October 2018 at Al Faisaliah Hotel, Riyadh where 16 finalists competed against each other for a chance to win a part of the 100,000 SAR prize pool that was offered by Honor.

List the results

Results over Asphalt 8 and Gameloft games: - Impressions: 10,000,000 + - Engagment: 750,000 - Clicks: 180,000 - Push Notifications: 5,500,000 - Complete participations: 53,000 Social Media Campaign to promote the event results: - Facebook reach: 7680,000 on Gameloft Facebook page - Twitter reach: 934,000 on Gameloft Twitter page - Instagram reach: 42,000 on Gameloft Instagram page We launch a youtube campaign between to famous influencer to promote the E-Sports campaign that generated over 400,000 views on YouTube.