Konami: Enter the Game
Konami needed to launch PES 2013 in Spain, convincing video game players it was the best football simulator. The client sought to dramatically prove the game's realism and immersive quality to passionate football and gaming enthusiasts, aiming to generate significant buzz and engagement for the new title.
Creative Idea
A fan won a contest, becoming a virtual player inside the game.
Konami's "Enter the Game" campaign transformed a Spanish fan into a virtual player in PES 2013, digitizing his image and movements to appear alongside football stars. This proved the game's hyper-realism and immersive experience by making the ultimate player dream a tangible reality, convincing players it was the best simulator.
Creative Strategy Deconstructed
Company
Konami, as the developer of PES 2013, possessed the unique technical capability to digitize a real person into their highly realistic football simulator.
Category
Football game advertising typically showcases in-game graphics, star players, and gameplay features, often relying on aspirational but passive viewing experiences.
Customer
Gamers harbored a deep, unfulfilled desire to transcend the screen and personally experience the ultimate immersion of becoming a character within their favorite game.
Culture
The growing esports culture and increasing demand for hyper-realistic gaming experiences created a fertile ground for a campaign blurring lines between virtual and real.
Company
Konami, as the developer of PES 2013, possessed the unique technical capability to digitize a real person into their highly realistic football simulator.
Category
Football game advertising typically showcases in-game graphics, star players, and gameplay features, often relying on aspirational but passive viewing experiences.
Strategy:
Fulfill an aspirational fantasy by blurring reality and fiction to demonstrate product capability and create immersive brand connection.
Customer
Gamers harbored a deep, unfulfilled desire to transcend the screen and personally experience the ultimate immersion of becoming a character within their favorite game.
Culture
The growing esports culture and increasing demand for hyper-realistic gaming experiences created a fertile ground for a campaign blurring lines between virtual and real.
Strategy:
Fulfill an aspirational fantasy by blurring reality and fiction to demonstrate product capability and create immersive brand connection.
Results
+100 million media impacts were achieved. The campaign generated +3 million € in free media. Subsequently, 9 million users began playing with Eduardo Morillo's virtual character every day. The campaign demonstrated the realism of PES 2013, leading Konami to announce plans for an international campaign next year to search for virtual players from all over the world.
+100M
media impacts
+3M €
free media generated
9M
daily users playing with him
Strategy Technique
Find the Consumer Truth
The campaign tapped into the universal gamer dream of becoming a virtual player. By making this aspirational fantasy a reality for one fan, Konami powerfully demonstrated PES 2013's realism and immersive experience.
Explore Technique
Creative Technique
Consumer contest
The campaign centered on a competition where fans competed in real and virtual football challenges. The ultimate prize - becoming a virtual player - directly engaged the target audience by offering an unparalleled, aspirational experience that proved the game's realism.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its ability to bring a fantastical idea to life through cutting-edge technology and seamlessly integrate it into a real-world product, creating an immersive and highly engaging experience.
The technical execution of 3D facial modeling, motion capture, and the seamless integration of a real person's likeness and movements into the highly realistic game engine is a significant feat of digital artistry and engineering.
The physical event for the 'Enter the Game' tournament was designed to evoke a major esports competition, creating an immersive and high-stakes environment that enhanced the campaign's central premise.
The campaign's magic truly came from the synergy between a brilliant, player-centric idea and the advanced digital craft required to make that idea a tangible, interactive reality within the game.
