Background​
In a market with 7M gamers, phone brands are constantly launching dedicated Esports devices but never addressing the problem Gen Z has with gaming: toxic behaviour. So, how can we stay relevant without launching a gaming phone?​

Solution​
Instead of joining the hyper-aggressive & toxic gaming crowd, we created a gaming event. A new competition that rewrote Esports rules as follows: individual competitions for equal chances, fair play instead of toxic behaviours, no money prizes – just elite Samsung phones. We partnered with local gaming influencers like Tedereu and Andu to demonstrate that performance and fun can co-exist, no matter who you are or how you play.​
​
Result​
With a reach of 7M we gained +40% over the established objective. 10.5M gamers watched our videos doubling our initial objective. Engagement surpassed our expectations by 29.6% getting 71.3K people involved in the discussion. Our campaign enrollment reached 2450 gamers more than doubling our proposed objective with a 63.3% result.​
​
But most importantly Samsung turned mainstream phones into pro-gaming devices through one of the most inclusive Romanian Esports campaign.