Market an existing chain of gaming stations to the younger audience. The challenge was to get footfalls with a shoe-string marketing budget.
Positioning
Creative Strategy
Communications
Compared to its competitors, the point of differentiation for ‘efun’ was jerk-free gaming experience on high configured gaming computers. On interacting with existing gamers, the insight gained was that both regular and heavy gamers preferred alien invasion games to sports games. This insight was picked up for a dramatically resonating creative strategy clubbed with the jerk-free USP to attract the youth of age 12 to 28.
Constructing drama to the ‘alien invasion’ insight, a hypothetical story was curated: Aliens and monsters have invaded your area. Create a team to save your area only on high-end, jerk-free computer gaming stations.
A tournament among a cluster of societies and apartments within an area was organised for more footfalls at the gaming station. E-fun Memberships were distributed as prizes to the winning team.
