The virtual world of gaming meets the everyday experiences of Australian commuters in Fortnite Creative with new mobile game, Clash of the Commuters. The experience created by CHEP Network for Samsung Australia feeds into the rise of on-the-go gaming (while also showing off the capabilities of the Galaxy S24 Ultra.) The campaign recognises the importance to Samsung of mobile gaming. Its recent research highlighted that 48% of Australian gamers are using smartphones as their primary gaming device, with players playing for over 38 minutes on average.
Clash of Commuters, created by Gamefam, challenges gamers to prove their skills in an animated version of the real-world setting where mobile gaming truly comes alive – the daily commute from May 2 to May 30. Players protect a public transport bus as it meanders through a dystopian Australian commuter landscape. Under the watchful eye of bin chickens, players must clear roadblocks and fight off coffee-starved commuters for their chance to win.
The player who completes all five rounds of the Clash of Commuters campaign in the shortest amount of time (The Shortest Haul) will be eligible to win a Samsung gaming pack worth over AUD $8,000, which includes a 55” QN90D NEO QLED TV, 57” Odyssey Neo G95NC Curved QLED Monitor, Galaxy S24 Ultra and Galaxy Buds2 Pro. There will also be additional prize packs available for the fastest player to complete the campaign on a mobile device (The Ultimate On-The-Go Gamer), the most side quest phones acquired (Seat Scavenger), as well as four winners drawn at random from all completed time submissions (Regular Riders).
Eric Chou, head of mobile experience, Samsung Electronics Australia, commented, “At Samsung we’re committed to improving customer experience through product innovation with industry leading devices like the Galaxy
S24 Ultra with Galaxy AI, and our approach to marketing is no different. We’re proud to collaborate with industry leaders to create Clash of Commuters, an interactive mobile experience for Australians that goes beyond the traditional home gaming setup.”
Paul Meates, executive creative director at CHEP Network, added, “As more and more people turn to gaming on their commute, we saw an opportunity to create a campaign that better represents them. To find a true legend in the mobile gaming realm, the game needs to exist in the realm where mobile gaming is played. It needs potholes, it needs distractions and cramped spaces, and perhaps even an element of motion sickness.”
To extend the reach of the campaign, Samsung and CHEP Network will use OOH advertising targeting commuters during their daily commute. Bus wraps, train platform ads, and tram wraps will encourage commuters to join the battle, while QR codes will provide easy access to the experience and will help lead people to defend their local route. In Sydney and Melbourne, commuters will also be able to join the competition in a derailed train carriage, made in partnership with The Glue Society and Revolver, and experiencing the Clash of Commuters gameplay on the Galaxy S24 Ultra.
In the traditional digital gaming space, the campaign will also grab attention through some of Australia’s biggest gamers such as Lachlan, Loserfruit, Crayator and Cynical Sakura, all of whom will help showcase the Galaxy S24 Ultra’s gaming power with live-streams and videos of their mobile gaming experience engaging in Clash of Commuters.
Credits:
Client: Samsung
Social Media and Influencer Marketing Manager: Alex Campbell
Marketing Manager – Ecosystem, MX: Jason Munro
Lead Events & Experiential Marketing Manager: Lucy Tickner
Experiential Marketing Executive: Ruby Luya
Agency: CHEP Network
Gaming Marketing Company: Livewire
Chief Strategy Officer: Gareth Leeding
Head of Strategy: Chris Johnston
Client Solutions Lead: Veronica Turlington
Head of APAC: Adam Fischer
ANZ Sales Lead: Carley Schad
Game Developer: Gamefam
Head of Fortnite: Matt Zanazzo
Head of Brand Partnerships & Sales: Bobby DiGiacomo
Senior Manager of Brand Partnerships: Marlon Castillo
Associate Manager of Brand Partnerships: Parker Bennet
Game Trailer Production Company: Moisty Media
Founder: Seth Dirks
Head of Studio: Eugene Fowler
Experience Production Company: Revolver
Art + Directing Collective: The Glue Society
Director: Luke Nuto
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Max Horn
Production Designer: Damien Drew
Construction: Wild Sets
Events Company: TFCG Events
Music & Sound: Sonar Music
Music Composer: Matteo Zingales
Senior Sound Designer: Andy Stewart
Executive Producer: Sophie Haydon
Head of Production: Haylee Poppi
PR: Ogilvy PR
