Fighting for Attention at Esports World Cup
Challenge
At the E-sports World Cup in Riyadh Boulevard, home to 6,000 sq meters of digital media, brands competed for gamers’ attention, all placing ads on iconic screens. Jameel Motorsports faced the challenge of rising above the clutter. When gaming influencers @ShongxBong and @AMustyCow wished to game on these massive screens, we seized the moment—not by competing for ad space, but by transforming the space itself.
Turning Billboards Into Playgrounds
Solution
We redefined the usage of outdoor space by transforming the region’s biggest digital billboards into massive gaming monitors. Gamers, @ShongxBong and @AMustyCow, played a live 1V1 Gran Truism race on the giant screens, which was streamed online to millions. Making us the most talked about brand during the Esports World Cup.
Key Insights
“No one’s ever drifted on Riyadh Boulevard before. Probably because it’s a no-car zone. And drifting without a car is really just aggressive walking. Which sounds better than it looks. But once the idea was out there, everyone was on board. We got the car. We got the permits. And just after midnight, we had a tiny window to send it. So with the help of an awesome team, we did,”
Creative Director
Serviceplan Arabia
