Brand building
The first choice esports players and their moms
Kaufland perceived as a store for seniors, decided to reach new younger target group of gamers by partnering with SINNERS Esports team. Understanding of the gamer subculture was a key to the success of the year-long campaign. Using esports insights and well-chosen channels, we created campaigns focused on gamers or the public's understanding of esports. The result was not only a hit in the new target group, but mainly a positive increase in all Kaufland brand attributes in the players community.
| 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 |