Campaign details
Brand: Google PlayAgency: Toaster SingaporeRegion: APAC
Strategy
Objective
Free Fire, one of Asia's largest battle royale games, was losing players to the post-pandemic boom. We needed a way to reignite the fire in players that had gone cold for their limited-time event called Winterlands. We also wanted to bring new players into the game while showing Google Play as the premier payment platform for mobile gaming.
Target Audience
Yes, this was the first year the campaign ran. Compared to last year, we did considerably better especially in terms of spend during the campaign...