Inspired by Brazilian habits, new campaign promotes gambling during “number 2” time.
Warcraft Rumble, the title of the Blizzard launched at the end of 2023, it kicks off an unusual campaign to become the number 1 game in Brazil and Latin America, at least during the famous “number 2” hour. Inspired by a series of studies that confirm that playing on smartphones is one of the most common habits among Brazilians when using the bathroom, the brand transformed this environment into the ideal setting for its new communication.
Titled “Toylet Time,” a pun on the English terms “Bathroom Time” and “Play Time,” the strategy created by the agency Jotacom takes some of the iconic Warcraft characters to fight for the Throne… on the Throne itself! In the five films produced, the warriors found in the game appear in bathrooms, while different messages such as “Make your daily fight more epic” are highlighted alongside the invitation: “Warcraft Rumble: the perfect mobile game to play quickly on the throne.”
“The Warcraft franchise has a huge and diverse audience, but all of them, without exception, spend a good few minutes ‘on the throne’ at some point. By fun and creatively linking quick Rumble matches to this habit, we want to be the game most remembered at this special time, giving that little boost to those who need to relax and enjoy a few minutes of privacy,” says Fernando Simões, Head of Content at Jotacom.
The campaign also has a series of developments ranging from activations with influencers in Brazil and Latin America to content for social, digital and alternative media, including on bathroom stall doors, always promoting the chaotic Warcraft Rumble game.
Check out one of the campaign videos below:
Datasheet
Campanha: Warcraft Rumble | Toylet Time
Agency: Jotacom
Produto: Warcraft Rumble
Cliente: Blizzard Entertainment
CCO: Fabio Mello
Creative direction: João Zatoni and Luiz Barrella
Art direction: Matheus Mendes, Bruno Boscolo, Carlos Mendes and Gabriel Blas
Written by: Fellipe Camarossi and André Atassio
Head of Content: Fernando Simões
Community Manager: Nayara Sylvestre
Head of Influence: Daniel Bovolento
Influence: Maria Paula Malheiros and Guilherme Martins
Service and Production: Ana Julia Paloschi
RTVC: Bianca Cordeiro and Carlos Lupetti
Media: Guilherme Reis, Malu Tachella, Flavio Pereira and Tarciana Lessa
Contracts and Legal: Reynaldo Cantizani
Client approval: Aline Tunes and Nicolas Borsarini
Producer: Puerta Filmes
Executive Director: Felipe Puerta
Production and photography direction: Felipe Puerta
Assistant Director: Isabela Dionelli
Producers: Bruno Salles and Juliana Padalka
Production Assistants: Vinicius Pinna, Renan Morais and Daniel kiumer
1st Assistant Camera: Paul Carbone
2nd Camera Assistant: Nicolas Aquaroli
Logger: Alan Durazzo
Art Direction: Boca
Art Assistants: Bruno Zanatta and Isadora Alves
Counter-record: Neto Segundo
Costume: Luma Berrocal
Maid: Simone Cardoso
Make Up / Hair: Sue Nogues
Makeup Assistant: Belise Matarazzo
Still: Guilherme Ferretti
Gaffer: Eduardo Zuza
Machinist: Eucimar “Yellow”
Electrical assistants: Vinicius “Alladin” and Yasmin Gomes
Driver: Bruno Galdino “Little Foot”
Campaign Cast: Abdul Malik, Allan Wood, Cristiane Ponciano, Kayo Pantoja, Milena da Mata “Millenox”, Shi Chelminski
Extras: Ana Julia Paloschi, Luiz Barrella and Sthephanie Ribeiro
Editing: Alan Durazzo
Motion Graphics: Guilherme Ferretti
Post-production coordinator: Pedro Falcone
Sound producer: Luca Fasano
Announcers: Francisco Nunes (PT) / Kiko Hernandez (MX)
*Cover photo: Disclosure/Blizzard
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