Campaign details
Brand: League of Legends Wild RiftBrand owner: Riot GamesAgency: BBH SingaporeMarket: Asia (general region)Sector: EsportsMedia channels: Events & experiential, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Television, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
Launching a new mobile game, League of Legends: Wild Rift, in Southeast Asia.
As a latecomer to mobile gaming, Riot Games' target audiences were firmly attached to competitor games. But by appealing to their ambitions and desire for greater 'gaming status', we exceeded user targets...