Here's what iQOO made Tanmay Bhat, Samay Raina and Gamer Fleet do for “Raid Nights” campaign

Omnicom Media Group’s PHD Media India conceptualised and executed the 'Raid Nights’ campaign for iQOO in June 2021. One of the main objectives of the campaign was to identify an upcoming streamer from the country who has the potential to become the next big thing.

The target audience of the campaign were upcoming gamers and streamers in India who are seeking to establish themselves in the eSports industry, gamers looking for recognition, especially those who come from the rural parts of the country, who deserve a platform to showcase their talent. 

Case study: 

As part of the six-week campaign three influencers, stand-up comics Tanmay Bhat, Samay Raina and Gamer Fleet, raided unknown gamer/streamers with the intention of giving a boost to their viewership. The top-two entertainers got an iQOO Device and cash prize of Rs 20,000.

Every week on Friday the raids used to start at 10 pm, the streamers were selected based on unique challenges which gave them an opportunity to showcase their talent. 

iQOO’s brand’s philosophy is based on extreme performance and one of the core pillars is gaming. The brand believes that the real hero is the gamer itself and not the game. 

Since the pandemic, there are more gamers now in the market than ever before but there aren’t many platforms to showcase the same. Therefore, the brand acted as a support, and not merely as a sponsor, to create a unique proposition to uplift the upcoming and un-recognised gamers/streamers in India, to increase the aspiration value leading to brand love.

Through the campaign, the brand garnered an increase in search results by 206%. At one point, the campaign also started trending on Twitter. Multiple contests were held to entertain viewers. The concurrent viewership for the campaign was 50K+ and one million views each week. The brand’s searches on Amazon increased by 60%. The brand also got positive feedback on brand sentiment and uplift on social mentions. An average of 1,500+ channels used #iQOORaidNights every week to get raided.

As part of the campaign, PHD Media created promos, highlight videos, collaborated with the influencers and created the iQOO eSports channel separately to interact with gamers first-hand.