Games&Esport debuting category in MIXX Awards Europe. Old Spice's esports campaign wins SILVER AWARD

MIXX Awards Europe is a competition for the best advertising campaigns, organized by IAB Europe for several years. The aim of the competition is to award the best campaign creators and to promote knowledge about trends and innovations in the digital advertising market. Concepts that combine creative ideas and attractive solutions are rewarded.In the category of Games and e-sports stands out projects using e-sports and games in communication.
 
Polish prize campaign in the Games&Esports category
 
In this year's mixx awards Europe 2020, polish digital campaigns received a total of ten nominations in different categories, as many as 8 of them were awarded. Our attention was particularly drawn to the Games&Esports category, which appeared for the first time in the competition. Silver won the Polish project 'Unexpected Return to the Studio', created by Fantasyexpo and Mediacom for the brand Old Spice/ Procter&Gamble. The campaign has already been awarded many times in national creative competitions - it has won, among others, Silver Award in Innovation 2019, Golden Statuette of Polish Esports Awards 2019 (fan choice) and mixx 2020 Poland award. The prize received in the European edition of the competition confirms its innovation. No esports campaign in Poland has so far received so many awards on the local and international stage.
We are proud that the campaign is gaining jury recognition in Poland and Europe. Our goal is to create ambitious activations in the field of esports and gaming, which meet the customer's goals. The experience gained over the past years, as well as our own resources, strategies and proven tools, help us achieve our goal in a creative and distinctive way on the market. Privately, I would also add that working for brands such as Old Spice is extremely rewarding, their philosophy and brand DNA allow you to play with both form and content. - Kamil Górecki CEO and CO-Founder of Fantasyexpo 
Fantasyexpo is created by enthusiasts of games and esports with a passion to create ambitious projects. We are looking for new trends in the industry and we understand the needs of players, esports fans and customers. Thanks to this, we create creatives that stand out in the market, the message of which is precisely tailored to the target audience. - adds Krzysztof Stypułkowski, CEO and CO-Founder of Fantasyexpo. 
Old Spice, for which the campaign was featured at the European MIXX Awards 2020, has been creating creative campaigns for the gaming community and fans for more than two years, which are enthusiastically received in the gaming community. The brand's entry into this world was spectacular, echoed widely in the community, and the participation of stars - Piotr 'Izak' Skowyrski and Damian 'Nervariena' Ziaji - emphasized the value of the product and had a real pro-sales impotent. Custom activations and this approach to communication are in t fellow with the brand's philosophy, which corresponds strongly to the product and the needs of the community.
The silver statuette at the European edition of the MIXX Awards for the Old Spice campaign "Unexpected return to the studio" is a huge distinction for us. We also proudly accepted the news that we were among the top 10 digital campaigns on the Polish advertising market. Reaching our target group through gaming and esports is a strategy that we have been implementing successfully for several years. This is evidenced not only by the appreciation of our actions by the marketing industry, but above all by the enthusiastic adoption of the campaign by our consumers, whom we constantly want to surprise with creative communication with a great deal of humor - said Adam Adamiak, Business Leader Beauty Care Procter & Gamble in Central Europe.
Currently, Procter&Gamble is promoting Old Spice products from the Deep Sea series under the slogan Smell freshness, man! As with previous campaigns, a number of custom actions are planned, including activations in the gaming environment.
Esport in numbers - up to 495 million customers in 2020 
 
Esport is meeting with increasing interest from marketers, who have seen the potential for communication to a large target audience. According to Newzoo, global esports revenues are estimated to grow to $1.1 billion in 2020, an increase of nearly 16% compared to 2019. Esports audiences will grow to 495.0 million people in 2020, an increase of 11.7% year-on-year.
- Esport and gaming is a communication platform with a great potential. Electronic sport combines different attributes of culture, traditional sport, entertainment, education and business, thus based on the areas that underpin our social functioning. E-sports and gaming expand the space for these activities, taking us to a new dimension, embedded mainly in the virtual world. As MediaCom, we have been successfully connecting the worlds of our customers' brands with the world of gamers and fans for several years now. An exemplary example of building a brand presence in esports is the Old Spice campaign, whose values naturally resonate in the eSports arena. - explains Marcin Klimczak, Associate Director of MediaCom. - The success of the campaign and the MIXX Awards are a source of pride for us. However, this is primarily a confirmation of the strength of creative, substantive cooperation of experts from different fields from the brand and agencies. The MIXX Awards Europe proves that such cooperation is effective, and by combining forces and competences within multidisciplinary teams, we create campaigns that are recognized on the global market, successfully competing with the best projects in Europe and the world. - adds a MediaCom expert.
Marketing campaigns in the field of gaming or esports are worth entrusting to specialists who are well acquainted with the specifics of the industry. Players and fans of esports are a distinctive group to which communication should be designed precisely and intrusively, often using slang, which they understand perfectly. Well-matched messages that are consistent having a very good impact on the sales impact. It is worth mentioning that the target group is people in the range of 18-35, that is, the group in which there is the highest purchasing potential.

PS. This project was created thanks to the initiative of the Old Spice brand, the involvement of Fantasyexpo and Mediacom Warszawa and the support of RHYTHM in the implementation and post-production. It's a shared success that everyone has worked hard for.
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