JBL: Game Theory Campaign

JBL was a newbie in the gaming headset space, with its Quantum series - launched in Singapore in 2019 - facing stiff competition from long-established players.

We realised that if we were to succeed in securing our future, we’d have to develop a rapport with students - a large portion of whom are gamers.

There was just one problem - educational institutions don’t allow any kind of marketing.

The only workaround was to game the system.

The solution - JBL: Game Theory - a complete gamification of students’ syllabus.

The result - An actual collaboration with Garena - Singapore’s biggest game developer - and The Institute of Technical Education to bring the idea to life.

Effie Awards Singapore 2024:

Bronze - Engaged Community Marketing