UNITED WE WIN
Mobile Legends:
Bang Bang 515 Unite Campaign
Industry
Gaming
WHAT WE DID
EventContent MarketingOOHInfluencers ManagementPublic RelationPrints
Overview
Mobile Legends: Bang Bang is a leading global multiplayer online battle arena (MOBA) game, consistently ranking among the top-grossing mobile games on the Apple App Store and Google Play Store across various countries. Developed by Moonton and acquired by ByteDance in 2021 for approximately $4 billion, the game continues to be Moonton’s most successful venture, with over 100 million active users worldwide as of 2024. In Malaysia alone, the game boasts an impressive following of 10 million active users, predominantly from Gen Y and Gen Z, drawn by its competitive gameplay and strong community features.
Facts & Results
Campaign Duration: 3 months
0
M
People Reached Offline & Online
MYR
0
K
Raised for Charity
PROBLEMS & STRATEGY
Moonton tasked us with increasing the number of Mobile Legends: Bang Bang players in Malaysia by 50% and reigniting interest among churned players. The campaign message was clear: unite gamers across Malaysia to foster a harmonious gaming community.
To reconnect with inactive players and attract new ones, we launched offline events in six states, mirroring the game’s theme of reuniting heroes. The campaign featured a mobile LED truck, over 30 Key Opinion Leaders (KOLs), 20+ cosplayers, 120+ out-of-home (OOH) ads, cinema advertisements, live streams, shoutcasters, and partnerships with 10+ media outlets and six brands. This comprehensive approach reached 3.5 million existing and potential new players, significantly boosting in-game purchases and revenue while revitalizing the player base.
Campaign - Key Visuals
After receiving the campaign direction and key visuals, our team tailored the creative elements to resonate with the Malaysian audience while staying true to the Mobile Legends: Bang Bang branding. We optimized these visuals to ensure maximum impact across various channels.
Offline Events
We meticulously planned and executed campaign activities across six locations in Malaysia, handling every detail from campaign rundown, location scouting, on-ground crew coordination, to securing council permissions and venue arrangements. The events were held at:
- Gurney Paragon, Penang
- Aman Central Mall, Kedah
- AEON 18, Perak
- Sunway Pyramid, Selangor
- Domino’s Pizza Bandar Baru UDA, Johor
- Fahrenheit88 Bukit Bintang, Kuala Lumpur
Out-of-home Advertising (OOH)
To maximize exposure, we deployed a customizable LED screen truck that traveled across six states for the 30-day campaign. When not in use at events, the truck was parked in high-traffic areas to maximize impressions.
Campaign banners were also displayed in over 130 convenience stores in suburban Peninsular Malaysia.
Additionally, a 30-second official campaign trailer featuring five Mobile Legends heroes was shown in 333 GSC Cinema Halls nationwide, with posters placed outside the halls to inform moviegoers about the campaign.
Partnership / Collaboration
As the official marketing agency for the campaign, we collaborated with several partners to enhance campaign outcomes. Key partners included Domino’s Pizza Malaysia, Boost, Honor, My Game On, Astro eGG, and more, all contributing to the campaign’s success.
CSR
In conjunction with the campaign, we initiated a charitable effort by selling limited edition Mobile Legends: Bang Bang #515Unite Touch N’ Go cards. We partnered with PINTAR Foundation, donating RM25,000 from the proceeds to support education for underprivileged students in rural Malaysia.
Our team managed the design and production of these limited-edition cards, with 1,000 pieces available primarily at offline events. The initiative concluded at Fahrenheit88 Kuala Lumpur, where the donation was successfully handed over to PINTAR Foundation.
Influencers / KOL Engagement
We engaged with multiple KOLs from our network, primarily from the gaming scene, along with lifestyle and fashion influencers, to disseminate the campaign message across various audiences. These influencers shared original and curated content across Facebook, Instagram, and YouTube, effectively broadening the campaign’s reach.
Public Relation & Media Management
To maximize the campaign’s exposure, we worked with a range of media partners, including mainstream outlets like Guang Ming Daily, Oriental Daily, NTV7, and TV3, as well as online platforms like World of Buzz, Astro eGG, MGAG, Penang Foodie, My Game On, Siakap Keli, and Rojak Daily.
Livestream Production
Recognizing the importance of reaching Mobile Legends: Bang Bang’s 13 million Facebook followers, we extended the campaign’s reach through livestreams of offline events. These livestreams ensured that online gamers could also participate in the campaign’s excitement, attracting over 100,000 viewers during the live broadcasts.
Merchandise Design
No memorable campaign is complete without a souvenir. Our team designed and packaged 3,000 limited-edition merchandise sets, including a stainless-steel metal straw to promote sustainability. These items were distributed as official campaign merchandise, leaving a lasting impression on participants.
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