Description

HAVAL entered the eSports territory in 2020, and in 2022 aimed to consolidate leadership and build long-term relationships with a wide audience. For this purpose and for the new eSports season, a campaign “Play the game your way” was developed, to support the new eSports season with the main character of the videos – the 4WD crossover HAVAL H3. Thanks to intelligent systems, HAVAL H3 sets its own rules of the game: it crosses the desert to fly spectacularly over a gorge and finds a shortcut in a race between floating islands.
Comparison of brand-lift survey data before E-Sports projects (October 2024) vs after campaign launch (January 2025):
• consideration for purchase of HAVAL by E-Spots audience increased from 17% to 19%
• knowledge with a hint increased from 19% to 24%
• the “Innovative” characteristic increased from 33% to 35%
• E-Sports territory attribution increased from 27% to 30%
• Ad liking increased from 12% to 14%

Credits

1. Sergey Kozhevnikov – Creative Director
2. Marat Tsogoev – Art Director
3. Nikita Semin – Copywriter
4. Maria Berda – Integrated Lead
5. Ekaretina Shatokhina – Account Manager
6. Vitaliy Mityakin – Senior Producer