unashamedly owning a ridiculous idea
THE CHALLENGE
One of the most critically-acclaimed sports games of all time, Rocket League has a community of 60 million+ players.
We needed to increase brand awareness, purchase intent, and brand equity on a global scale against key multiplayer video game competitors.
An added challenge was to appeal to two very different target audiences – 13-18 males and 18-25 male and reach a new female audience across the USA, US, France, Germany and Spain in time for the 2018 World Cup finals. Excitingly, we also had just 6 weeks from brief to campaign live date!
THE STRATEGY
In the world of video games, anything is possible. But rocket-powered cars playing football? That’s just ridiculous.
But as adults growing up, we often crave the feeling of being a kid, when logic has no place in our imaginations and ridiculous things can happen.
We decided to be unashamedly “ridiculous”.
To bring out the inner child, igniting an uninhibited imagination, by presenting Rocket League as the game with ridiculous possibilities.
Our campaign showed how real-world sports attempt to add rockets to improve them, only to fail each time in a spectacular, comedic or catastrophic fashion.
‘Do you Rocket?’ lays down the gauntlet, daring people to engage with the only truly epic rocket-powered sport.
