Breaking News: How we turned people skipping the buzz into the actual news buzz.
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Creative, Influencer marketing, Social Media
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Logitech G Global came to UMM with a proposition. Can you make gaming into a viral news story that gets picked-up by the media? We said game on. Literally.
To spotlight their signature PLAYSYNC technology, Logitech wanted to create noise around their brand-new tech and expand overall brand awareness. We knew we needed a story angle that broke out of the gaming bubble and swanned straight into the news cycle. After some insight-mining, we landed on a provocative premise: are people still craving the embrace of their sticky-floor local, or preferring logging off by logging on?
With our strategy set, we commissioned Antenna Insights to survey 1,500+ Australians on their gaming habits, uncovering a serious cultural shift. That majority (61%) of Gen Z men prefer connecting with friends online rather than their local pub. Using our data as bait, we pitched exclusive stories padded with human interest angles, effective in landing an impressive Yahoo Australia feature alongside broader local coverage. The impact was expanded further through global syndication, which resulted in widespread international pick-up and solidified the campaign’s global footprint.
Striking visuals, sharp media strategy, and a fresh angle ensured Logitech was more than just seen, they were the story.
Pushing brands beyond. So who’s up for another round?
“I have the opportunity to work with many agencies around the world and UMM is among the very best. More than an agency, they’re a true partner who shares our company’s passion, fast-pace and ambition. UMM delivers five star creativity and flawless execution. Professionally, the UMM team is invaluable as advisors, and personally, they’re just super fun and a real pleasure to work with.”
Matthew Mortellaro
Head of Gaming Communications, Logitech G.
Total Reach:
- 423,783,351 total reach
- 8,608,040 reach
- 359 total runs
- 23 local runs
