Background
The global video game industry revenues are set to surpass 200 billion dollars for the first time
Challenge
How can we make an unexpected but seamless brand collaboration?
(Some) Insights
46% of respondents use gaming as escapism
Gen Z are the most financially illiterate generation
There is a 40% year-on-year growth in Sims 4 players even though the game launched 5 years ago
Strategy
get Gen Z to achieve financial goals by providing them a safe space to practice financial literacy with a trustworthy partner because adulting is hard
Execution
First, we will implement a guerilla campaign by eliminating the iconic money cheat code to call attention to the collaboration and new features. Step 2 targets occasional users through social media, leveraging collaborations with influential Sim Fluencers and tapping into the 2.1 million followers on Twitter. Lastly, step 3 aims to reach potential users through web banners to not only capture the attention of individuals familiar with the game, but also those interested in financial knowledge.
