The gaming rebellion: Brand & Deliver’s new campaign for Radeon

Ads for gaming technology are usually focused on product shots, technical specs and claims about power and performance. Brand & Deliver has taken a different approach in its campaign for graphics card maker Radeon, with a cinematic trailer and protest-themed posters urging a gaming rebellion

Radeon makes graphics cards for PCs, enabling computers to run faster and display higher resolution graphics during gaming. Its latest product, the RX480, makes PCs compatible with VR Consoles Oculus Rift and HTC Vive. With prices starting at $199, it’s considerably cheaper than other graphics cards providing VR capability (and expensive VR-ready PCs) and Radeon hopes it will prove popular with the mainstream gaming community.

A new campaign for the product, which launched today, focuses on this affordability and the idea of sparking a gaming revolution by making VR affordable to the masses. Posters created by Brand & Deliver feature phrases such as ‘VR is not just for the 1%’ and ‘Join the Radeon Rebellion.’

A cinematic spot which launched online on Friday is more akin to trailers for the likes of Battlefield or Call of Duty than traditional product demos. It begins with a view of an apocalyptic landscape and a voiceover announcing: “We’ve lived with the idea that good is good enough. We’ve accepted the unacceptable, where average is just normal … but now, there is a new way. The uprising has begun.” The video has had over 380,000 views on Facebook so far – an impressive feat for a fairly niche product – and over 12,000 shares. And unusually, there’s no mention of price or technical specs and no product shots.

An accompanying social media campaign using the hashtag #BetterRed will feature ‘real world stories’ from gamers about what they want to see from graphics cards and hardware, says Brand & Deliver. Ads will also run outdoors and in print and the campaign will be translated into several languages, including German, Korean, Turkish, Spanish, Thai and Vietnamese.

Some elements of the campaign – such as posters reading ‘Free our Sync’ and ‘Don’t silence us. Silence the GPU’ – won’t make much sense to those with no knowledge of gaming hardware, but if you don’t know what GPU [graphics processing unit] means, you’re unlikely to spend $199 on a graphics card, even if it is a bargain. The campaign is aimed squarely at gamers but posters relating to VR and joining a rebellion are likely to spark some interest among a wider audience, and it’s rare to see a campaign in this market which focuses on emotion and storytelling rather than stats and performance features.

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Fushi Wellbeing

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Monddi Design Agency