Gen MZ is the target audience for the Galaxy A phone. Gaming is more than a hobby for Gen MZ. It's their ambition, their dream, and their future. They see professional gaming as a viable career path, and they are using their phones to hone their skills and build their reputations.  

For Awesome Academy Season 2, we aimed to extend the campaign while deepening our relationship and engagement with Gen MZ, prompting a closer examination in our search.

We came up with the 2nd season of Awesome Academy in a way to show Gen Z that Galaxy A is the true companion to them to conquer their challenge in life together.  

Under the overarching platform "SHOULDER TO SHOULDER to AWESOME TOGETHER," we introduced the grand Awesome University Tour "ĐẠI HỘI CHIẾN THẦN SINH VIÊN" - an explosive playground designed for passionate Gen MZ gamers.

During this university tour series, 3 universities hosted 1-2 day on-site recruitment events open to registrants within their respective district areas. We collaborated with E-sport School Clubs to coordinate and manage the eliminations, and then 5 student gamers from each school venue would advance to the next stage of the competition.  

Throughout the series, we addressed the growing skills gap in Vietnam by providing students with valuable skills that are in high demand in the workforce: mental health, emotional control, and team communication. 2023’s Awesome Academy brought even more benefits to Gen MZ gamers, helping them become all-round better gamers, not just in gaming skills but also in key social soft skills by:  

- Partnering with more experienced gamers and gaming professionals to provide even more opportunities for learning and mentorship.  

- Creating more educational content that teaches Gen Z gamers about the ins and outs of the gaming industry, including mental health and well-being.  

- Offering more mental health resources to help Gen Z gamers deal with the stress and anxiety that can come with professional gaming.  

- Hosting more live events and tournaments where Gen Z gamers can compete and show off their skills.

We penetrate Gen MZ's feed on both Mobile & PC to draw attention & raise curiosity among AOV players with training & challenge livestream series. During each livestream session, media have pushed both view & engagement objectives to maximize performance on the campaign. We also maintain visibility on both Social (FB) & Video (Youtube) with post-livestream ad until the next Epsisode on air. The final match also has been focused & pushed more investment as the key session of AA'23 to drive view performance (highest peak 12k compared to 6 gamisode sessions). To amplify for more relevant audience, the streaming post collab to air crosspost on GOL/ MC's fanpage to maximize viewability during livestream session.  

The campaign successfully reached mass university students via offline and online channels.    

Mental Health Workshop was held at 3 universities with the nation’s top psychologists, leading professional E-Sport gamers and coaches to introduce students to the importance of mental health and how to take serious notice of this problem on gaming.    

Gamisodes tutorial was livestreamed on YouTube and Facebook to train gamers to improve on focus, emotional control, and teamwork communication skills.    

Awesome Tour x Competition was held in with 3 stages:  

- Online recruitment: Gen Z gamers were recruited based on the respective cap per upcoming locations on online channels & trained for gaming skills & soft skills.  

- Offline battle at universities: Students were contacted and recruited from 24 universities in Vietnam & had the battle on ground in 3 universities to go to the Grand Final.  

- Grand Finale: 15 top student gamers from each school venue formed 3 teams going straight to the Grand Final.    

The campaign was a success in raising awareness about mental health and cyberbullying in gaming, and in providing students with the skills they need to succeed in both gaming and life, embrace Gen Z for the future's readiness.

We linked with one of the most popular Multiplayer Online Battle Arena mobile game Arena of Valor - to pioneer a groundbreaking playing module. Joining forces with the nation’s top psychologists, leading professional ESport gamers and coaches to enhance students’ future readiness.

Students upskill gameplay techniques and their interpersonal acumen.  

- Generating a 500-fold increase in activation awareness versus last year’s campaign.

- Amassing a staggering increase in real-time viewers. (+164%)  

- 885,000 Galaxy A phones sold in just 4 months.  

- No.1 Market Share compared to total market source.  

- 99,7% positive sentiment (by YouNet Media)  

- Reach: 18M (88% Target audience pool)  

- Frequency: 12  

- View: 16M views (x1.5 vs KPI)  

- VTR: 23% (vs KPI 13% ) - Livestream session key asset  

- VTR: 25% (vs KPI 13%) - Total asset  

- Engagement: 1,841,464  

- VVR: 32,65%  

Set a new standard for meaningful branding, paving for regional markets to follow and launch their own Awesome Academies for other Gen Z cohorts.