MUSE Platinum

2022

AppGallery Game Fest

Entrant Company

Huawei / Aspiegel

Category

Strategic Program - Digital Marketing Campaign

Client's Name

Huawei / Aspiegel

Country / Region

United Kingdom

Game Fest is a global digital markting campaign focused on promoting AppGallery's content partners and their top games, with app downloads being the primary objective.

As the world's third-largest mobile app store, Huawei's AppGallery competes with Apple's App Store and Google's Play Store.

In doing so, we identified the gaming vertical to offer a unique window of opportunity. AppGallery 1) features some of the world's most popular mobile games and 2) has established relationships with these partners that allow us to offer users exclusive gifts, early releases, and other benefits.



As a challenger brand, the logical next step for AppGallery was to showcase to users the strengths of our product. What's more, is that gaming content has historically outperformed all other vertical content in terms of social media engagement, and consumers in this category over-index as power users with the ability to influence others.

For each game, we developed a unique stage based on our starting template. These stages were both used individually (individual game promotions) and altogether (combined game promotions). In addition to these visuals (both static and video), we developed an AR filter that virtually paints your face in the theme of a game part of the Game Fest campaign when using your phone's selfie camera.

The campaign, featuring 13 partners, was run in 12 markets, earning 600 million digital media impressions, a PR reach of 776 million, and most important of all, a 90% increase in average daily downloads for the apps part of the campaign.



Following the campaign, partners were so pleased with the results, the Game Fest campaign has become an annual occurence. For the 2021 iteration, we again invited our top partners, as well as new partners and games that'd come on board in the past year — celebrating newcomers such as casual puzzle game Angry Birds by Rovio.

The Game Fest 2021 campaign was promoted across 15 markets, covering 7 games from 6 partners.

and generated 780 million PR reach across 1,578 publications and exceeded the 600 million digital media impressions at a lower cost than the prior year.

Credits

Senior Global Marketing Lead
Ard Boudeling
Global Marketing Director
Johnny Jiang
Head of Global Marketing, Huawei Ecosystem
Ilya Fedotov
Digital Account Director (Grayling)
Clara Burns
Senior Integrated Designer (Grayling)
Oscar Mitchell-Heggs
Senior Social Media Manager (Grayling)
Alison Chandler
Art Director (Grayling)
May Simargool
Creative Services Director (Grayling)
Craig Hawkes
CCO (Jung von Matt)
Max Lederer
Creative Director (Jung von Matt)
Karim Chughtai
Client Service Director (Jung von Matt)
Edwin Okyere
Account Director (Jung von Matt)
Victoria Oehlschlaegel
Project Management (Jung von Matt)
Viktoria Dettke
Senior Art Direction (Jung von Matt)
Robert Lindell
Art Direction (Jung von Matt)
Jens Walz
More Platinum Winners
2022
MUSE Advertising Awards - Eliminating Obstacles Between Creatives and Opportunity

Entrant Company

Working Not Working

Category

Website - Employment

Country / Region

United States

2022
MUSE Advertising Awards - JoyCube Blind Box

Entrant Company

BLACKBOW

Category

Experiential & Immersive - Live Experiences

Country / Region

China

2022
MUSE Advertising Awards - Enlyte Enterprise Rebrand

Entrant Company

Enlyte

Category

Corporate Identity - Brand Identity

Country / Region

United States

2022
MUSE Advertising Awards - Family Project, helping families through Covid lockdowns

Entrant Company

Awaken

Category

Video - Nonprofit

Country / Region

Australia