When it comes to marketing, addressing brand awareness and recognition is vital – brand building strategies bring consumers closer, enabling them to experience, know, and ultimately trust a product. In a world saturated with brands, it can be difficult to effectively penetrate the consciousness of the general public to put yours at the forefront.
Digital marketing is one way of doing so, using tried and tested methods such as social media, influencer partnerships and online ads, but so much of our advertising is digital nowadays, that it would be a mistake to disregard the value of offline techniques.
Our client Konami UK wanted to raise brand awareness with the latest title in its Pro Evolution Soccer series, eFootball PES 2020 so we decided to blend tried and tested marketing opportunities in order to boost public awareness of the product.
The following campaigns were deemed successful as they contributed to a substantial increase in sales in the UK.
eFootball PES 2020 Gamer Bus
In the month before the game’s release, Jelly arranged for a specially wrapped eFootball PES 2020 Gamer Bus to tour the UK, stopping in London, Birmingham, Glasgow and Manchester in a number of high-traffic destinations, such as:
NEC (Insomnia 65 gaming festival)
intu Trafford Centre
The aim of the bus tour was to introduce a wider audience to the PES brand, with the hope of increasing sales. The upcoming game’s demo version was available for attendees to play on board, using a number of PlayStation 4 consoles housed on the bus. Jelly also struck a partnership with the retailer GAME, which offered pre-orders of the game on board for players who enjoyed their experience with the demo.
An additional partnership was struck with headset manufacturer ASTRO Gaming who provided their A40 TR model to use as prizes in four mini tournaments held at each stop on the tour. These tournaments served as a good incentive for both new and existing PES players to visit the bus.
Support was also provided by the football glove manufacturer Kaliaaer who donated two pairs of gloves signed by Rangers FC goalkeeper Allan McGregor. These were used as the main prizes in a second tournament held during the stop at intu Braehead in Glasgow. Also in attendance in Glasgow was influencer and Rangers FC fan Cjnovo992 who promoted his appearance at the event to his 16,000 Twitter followers and challenged visitors to matches on the game.
Alongside arranging the logistics of the tour and brokering key partnerships, Jelly also delivered a comprehensive social media campaign for Konami UK’s official channels. The campaign covered the initial announcement of the tour and venues, and continued to promote the tour and ASTRO tournaments at each of the four stops. 54 total posts were published over a month long period, with these posts receiving a total of 1.2 million impressions and 37,000 engagements.
The tour successfully raised brand awareness at the key city locations with over 3,000 people visiting the bus across the four stops. It also served as a meeting point for existing local PES communities, who were encouraged to visit the bus to showcase their skills in the tournaments sponsored by ASTRO Gaming and Kaliaaer.
• 1.2M social impressions
• 37.3K social engagements
• 3K attendees
• 20 PS4s
• 4 UK locations
✔ Social and Community engagement
✔ Project Management
Out of Home Advertising
In the build up to launch and two weeks after, Jelly arranged for eFootball PES 2020 adverts to appear in various locations across the UK. Harnessing the brand effectively, we created eye-catching motion and still adverts on motorway billboards and advert screens in popular shopping centres.
As a result of this, Konami saw an increase in sales within the UK during the launch.
• Delivered over 70% of expected KPIs
• 2.2M impressions
• 7 locations
• 4 weeks
✔ Project Management
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