To change the perception of Kaufland as a store for seniors, we proposed to reach a younger target audience by teaming up with SINNERS Esports. We activated the partnership in a year-long campaign using offline and online stunts, branded content on social media, streaming, events and in-store. With a deep understanding of the gamer culture, we increased all brand perception attributes among gamers. The campaign itself has become an example for an authentic non-endemic branded content in esports.
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To get SINNERS fans excited, we've put together a series of social media posts
Also we made video ads that became an immediate hit among gaming community.
5 esports pros were left in the wilderness, under the guidance of the chef and founder
of Camp Fuego, Marek Pavala, they were learning how to grill like a chef.
of Camp Fuego, Marek Pavala, they were learning how to grill like a chef.
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The goal of the partnership between Kaufland and SINNERS Esports is not just to attract younger customers but to build connections between generations. The Healthy Sinner series is built on prejudices against pro players. We debunked actual prejudices with real stories of gamers in 4 pillars of well-being: diet, exercise, social life and mental health. We confirmed that top esports players are the exact opposite of stereotypes and can be role models for the younger generation with their lifestyle.
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And finally, the Turbocaddy MeMerch... inspired by pensioners bags, but in a new coat suitable for gamers. Is this a joke or will the Turbocaddy become a reality?
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Agency: DDB FTW Prague / OMD / Fuse / FleishmanHillard
Creative Director, DDB FTW: Ivan Soukup
Copywriter, DDB FTW: Ondřej Kolek
Art Director, DDB FTW: Bedirhan Akcan
Designer, DDB FTW: Kryštof Henzl
