We built a campaign around a powerful behavioural insight: this audience is fiercely loyal to their squads, both in-game and IRL. So we anchored the message in gaming logic with the strapline: “Protect your squad. Get vaccinated.”
This wasn’t a one-way broadcast. We activated targeted pre-roll video ads and partnered with streamers to deliver messaging organically through live content. The creative was fast-paced, familiar and visually aligned with the Twitch ecosystem, no corporate vibes, just strategic relevance.
It proved that empathy-led creative, when delivered in the right context, can turn passive viewers into active participants.