Logitech G: Keep Playing
Repositioning the brand for a new generation
Challenge
Game tech brand Logitech G needed to increase brand traction with Gen Z - who were proving hard to reach with traditional product-focused messages. A fresh approach was required, especially to cut-through to the fast-rising audience of female gamers entering the market.
Solution
Our campaign strategy capitalized on the insight that Gen Z consumers want their brands to share their values as well as provide an exciting and desirable product.
The outcome was the “Keep Playing” social campaign that positioned Logitech G as a brand committed to the universal values of gaming: passion, joy, fun, inclusivity, diversity, and togetherness.
Instead of talking specs, it was time to warm the audience up with spectacle.
The hero video just shone with the joy of gaming. Why do we all spend so much time playing videogames? The inspirational answer lay in the emotional power of this work: because it brings us together as one: no matter who we are, or what we look like.
Supporting content across YouTube and TikTok starred female influencers who appealed across the board to hardcore and casual gamers. What’s more, our hand-picked personalities’ credibility gave them license to switch from passion centers to product-based topics while carrying the newly-won audience with them.
Impact
The inclusivity and universality-of-play message struck home:
350 million views
18% direct sales uplift
73% said the content made them feel inspired
75% said they think the video is relevant to them
18% uplift in likelihood of recommending Logitech G
