2020/2021 Winners & Shortlists

PROTECTSET

Short List
BrandMOBILY
Product/ServiceMOBILY ESPORTS
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryUse of Ambient Media: Small Scale
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
PR MARKETTIERS4DC London, UNITED KINGDOM
PR 2 WEBER SHANDWICK MENA Dubai, UNITED ARAB EMIRATES
Production PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
Production 2 SONIDO ANTRO Miami, USA
Production 3 JOY FILMS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

Mobily and its eSports division are aware of the company’s social responsibility in ensuring that children (and the public at large) are always safe while gaming. And when we discovered online video game lobbies were becoming hunting grounds for predators, we decided to act. We needed something that would really grab parents’ attention and raise awareness towards this growing and alarming issue. And simply put: a marketing/advertising campaign wouldn’t do. So, we transformed headsets into powerful tools and talking pieces and got the world to debate it.

Background

More than 93% of kids play video games. And with the pandemic, children are spending more time in their rooms and, consequently, gaming. Uncoincidentally, reports of online sexual abuse are emerging with unprecedented frequency around the world, with some perpetrators grooming hundreds and even thousands of victims, according to a review of prosecutions, court records, law enforcement reports, and academic studies. It was time we did something about it. So, we decided to reimagine headsets and transform them into powerful tools and, most importantly, conversation starters. Because the only way we’ll end this issue is by talking to kids and making this a topic of discussion in every home. We’re 100% aware that the device, alone, doesn’t end the issue. But it's a vital tool in bringing the subject of gaming safety into news stations, homes, workplaces, and so forth.

Describe the creative idea (20% of vote)

If you put yourself in a predator’s shoes and imagine a 100-person Fortnite match, you can quickly come to the conclusion that one of the easiest ways to single out young, innocent, approachable players is by their voice. With this in mind, we decided to make a small tweak in the usual gaming headsets and create a one-of-its-kind, innovative product, that modifies children’s voices so they sound significantly older. By doing this, we can mask their ages and identities, stave off predators who are looking for potential victims and transform normal headsets into conversation starters.

Describe the strategy (20% of vote)

Studies prove that almost half of parents are in the dark about who their child is gaming with when they’re online. And since children are spending more time than ever in their rooms, the emergent reports of sexual abuse regarding kids and video-games are not coincidental. With this in mind, we decided to create something that would grab the media’s and parents’ attention worldwide. Something that would spur everyone to talk about gaming safety and transform this debate into a topic of conversation amongst families across the globe. Because the only way we can end this issue is by making kids aware of the dangers related to online gaming and speaking to fellow players.

Describe the execution (30% of vote)

The campaign lasted for 6 months and was divided into 2 stages: production and implementation. The first stage included the design and production of 100 devices with a long testing and audio calibration process where we auditioned a wide variety of kids and calibrated the headset so we achieved the best sound quality/output possible. When we were happy with the results, we started the implementation phase where the devices were distributed amongst dozens of influencers/YouTubers/media outlets across the region and world, culminating in the exposure of the campaign and the devices themselves.

List the results (30% of vote)

In just 15 days, the initiative has already gathered impressive results: 800M impressions, 10M USD in earned media, over 2,000 media clippings, and 900 cumulative TV broadcasts in the region and the world. With no media budget, we developed a campaign to make gaming safety a topic of debate and the world responded to it, making parents/the gaming world/the media talk about the issue.

Credits

Name Company Role
Paul Banham MullenLowe MENA Executive Creative Director
Eduardo Castello Branco MullenLowe MENA Copywriter / Creative Director
Hagall Muniz MullenLowe MENA Art Director / Creative Director
Fabio Koriyama MullenLowe MENA Art Director
Marcio Rodrigues MullenLowe MENA Motion Graphics Specialist / Video Editor
Martina Niranjini MullenLowe MENA Producer
Lucas Duque Sonido Antro Music Production Specialist
José Garcellano Pixel Plus Media Product Design / Production Specialist
Links
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