Social: Community building
Bronze
The first choice esports players and their moms
To change the perception of Kaufland as a supermarket for pensioners, we proposed to reach a new younger target audience of gamers by teaming up with SINNERS Esports. A deep understanding of the gamer subculture was crucial to the success of the year-long campaign. We activated the audience on all major social media platforms, including TikTok and Twitch. Thanks to the esports insights, young gamers accepted Kaufland as their own, and SINNERS became Kaufland boys <3.
| Entrant: | DDB Prague |
|---|---|
| Agency: | DDB FTW Prague / OMD / Fuse / FleishmanHillard |
| Advertiser: | Kaufland |
| Brand: | Kaufland a SINNERS Esports |
| Production: | Fame Factory |
| Creative Director, DDB FTW | Ivan Soukup |
| Copywriter, DDB FTW | Ondřej Kolek |
| Art Director, DDB FTW | Bedirhan Akcan |
| Designer, DDB FTW | Kryštof Henzl |
| Managing Director, DDB FTW | Tomáš Klesa |
| Esports Group Head, FUSE | Lukáš Kuchta |
| Esports Specialist, FUSE | Martin Šula |
| Senior Media Planner, OMD | Radek Kovář |
| Media Planner, OMD | Beno Jakubův |
| Digital Media Planner, OMD | Tereza Nechanická |
| Account Director, FleishmanHillard | Marcel Bodnár |
| Agency Producer | Ondřej Martinec |
| Post Production | Evžen Zalevsky |
| Sound Designer | Ondřej Dvořák |