Situation: Gamers are a large passionate community (100MM below 25 years who play daily) in India. Brands have often been extremely transactional in their approach with the cohort which means that they disappear in the clutter. Fuse wanted to build meaningful relevance to this audience, so Fuse is top of mind when they think of gaming.

Brief: Gamers discovering Fuse through their most relevant platforms and take notice of the fact that Fuse has now arrived in the gaming arena.

Objective: Create a unique and ownable idea that creates integral impact with the gaming audiences.

Gamers in India often get interrupted by their parents while gaming. As parents believe their kids should do something “better” instead.

So to ensure gamers don't get interrupted , Cadbury Fuse invented a quirky tech gaming innovation - ConFuseing Controllers. These ConFuseing Controllers are gaming controllers designed to look like books of great wisdom. With 5 misleading cover titles on the outside, and a state-of-the-art gamepad, bluetooth, secret phone slot, etc on the inside, these controllers provide a hack to the gamers to smartly disguise their phones while gaming. Thus hoodwinking parents into believing their kids are studying and ensuring they don't interrupt them.

Demographics: SEC A, Urban, Affluent, 15-20 year old college goers and 21-25 year old first jobbers

Psychographics: First generation of digital natives who can’t remember a time before smartphones, internet & social media. They are hard core gamers who play online/offline games, follow gaming celebs, watch & participate in livestreams. Gaming is not just a passion, it’s who they are – a separate identity away from the real world. They love to win but the bigger thrill is to be part of an exciting challenge.

Approach: Fuse activated an idea that went beyond sponsorship or shallow engagement but built an integral connect with this audience.

CTA: Users were directed to the microsite for a chance to win their own controller.

Limited-edition controllers shaped like books were created specially for the activation, with their covers, descriptions and titles created keeping in mind the brand’s humorous tone of voice. The books came with heavy-duty titles like 'Astrophysics and the Paradox of Time', 'Lead like a Leader', 'Ecology and the Ubuntus', 'History by the Future', and 'Macro, Meso and Microeconomics'.

Consumers had to play a game on the campaign microsite to win these limited edition controllers. The Top 15 weekly scorers got the controller.

It ran from 7th Feb’23-20th Mar’23.

The campaign was promoted digitally via the campaign film as well as a shorter version film for social media. It was amplified using static ads, GIFs, and meme marketing for gaming cohorts pan India on YouTube, Meta and GDN.

Popular gaming influencers were leveraged to drive awareness, with integrated YouTube content created for the campaign, in-stream promotion on gaming stream stream platform Rooter.

Overall, the campaign assets garnered more than 225 MN+ impressions across YouTube, Meta and GDN. On YouTube, the films saw 2x Click Through Rate (CTR) over category benchmarks.

Through the duration of this campaign, Fuse reached 165 MN gamers in India.

The Fuse gaming website saw heavy traffic through the campaign promotions, with almost 100,000 users registered with almost 73% returning players.

Attempts to win the controller on the website: 10 Mn

20 times the brand love generated amongst the gaming community.