Vega Awards Platinum Winner Winner

2023

PUBGM 4th Anniversary Campaign

Entrant Company

Pico Art International Pte Ltd

Category

Digital Marketing (Campaign) - Mobile Campaign

Client's Name

Tencent Mobile (Level Infinite)

Country / Region

Singapore

We were asked by “Player Unknown Battleground Mobile (PUBGM)” to help increase its market share of both new daily active users and conversion of “regular gamers” on other platforms to the mobile game, across seven key western European markets – Austria, Germany, Romania, Sweden, Ireland, the UK, and France. Our target audiences was new and regular gamers from Generation Z, and a mass audience of younger millennials, ages 16-34. 

We discovered that gaming for Gen Zs is not only about playing the game, but also an ecosystem of different activities that are socially driven and characterized by sharing, watching, and learning. This presented an opportunity to position PUBGM as an interactive playground where Gen Z may compete, socialize, and provide a platform for self-expression through the game. PUBGM wanted to leverage the opportunity of their 4th anniversary event through both physical and online celebrations calling for players to be an integral of the birthday celebrations. 

We transported our audience to an interplanetary experience of PUBGM’s 4th Dimension. Through adventurous discovery via an augmented reality treasure hunt, we leveraged our audience’s smartphones’ location-based technology leading them to hunt for “air-drops" in the form of augmented reality “crates” familiar to those who play the across the UK and Europe. 

Each air-drop contained exclusive in-game prizes and triggered game downloads for new users. Users could also challenge their friends, work to be the top airdrop collectors, and see their ranking on their respective country's leaderboard. Top influencers were deployed to recruit our players for the AR hunt, calling on their communities to join them. The campaign brought people together in a fun and brought a sense of community during the pandemic while creating awareness around PUBGM and delivering outstanding results.

Credits

General Manager / Pico Art International
Andrew Chia
Vice President / Pico Art International
Wee Teck Chan
Senior Producer / Pico Art International
Leon Seow
Senior Producer / Pico Dubai
Vince Faugeroux
Executive Creative Director / Pico UK
Chris Jones
Executive Creative Director / Pico Art International
Hans Ibrahim
Director of Strategy / Pico UK
Nicole Hedemann
Assistant Creative Director / Pico Art International
Min Da Chia
Art Director / Pico Art International
Wilson Teoh
Designer / Pico Art International
Hayden Lim
Senior Designer / Pico Art International
Cheryl Tan
Art Director / Pico Art International
Ronald Quimson
Designer / Pico Art International
David Tan
Technologist / Pico Art International
Kingston Chen
Producer / Pico Art International
Roslan Rahman
Producer / Pico Art International
Melvin Teng
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