Background

In 2020, the Philippines experienced the world’s longest lockdown because of the COVID-19 pandemic. During the first ten months of lockdown, young people turned to mobile gaming to ease their stress and anxiety. This inadvertently turned the mobile gaming space into a crucial platform for social interaction.

Describe the strategy

Mobile gaming during the lockdown can provide young people in the Philippines more than just entertainment, it can give them a chance to have shared experiences of teamwork, triumph, and defeat. We wanted to reframe mobile gaming as a place where you can have meaningful moments with your friends, despite being apart.

Describe the execution

We created a series of irreverent online videos featuring a group of close friends experiencing teenage life milestones but from within the world of their favorite mobile games.

List the results

As of January 2021: 10,067,177 combined views on Youtube 52,898,647 total reach 206,799 positive reactions 17,493 shares This was TNT’s top performing campaign of 2020 earning almost x2 positive reactions and link clicks and almost x3 shares versus their most promoted campaign. Our video was reposted by Garena, the makers of Call Of Duty Mobile on their official accounts where it was flooded with positive comments.