Samsung unveils Clash of Commuters with CHEP and Livewire

By AdNews | 14 May 2024

Samsung Electronics Australia, in partnership with CHEP Network and Livewire, has launched Clash of Commuters, a gaming marketing campaign merging the virtual world of gaming with the everyday experiences of Australian commuters on Fortnite Creative.

This integrated experience is designed to celebrate the rise of on-the-go gaming and showcase the capabilities of the Galaxy S24 Ultra.

Research conducted by Samsung Electronics Australia showed that 48% of Australian gamers are using smartphones as their primary gaming device. 

Clash of Commuters 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 2-30, Clash of Commuters invites players to embark on an adventure in Fortnite Creative. With players playing for more than 38 minutes on average, the experience created by Gamefam, sees players protecting a public transport bus as it meanders through a dystopian Australian commuter landscape.

Samsung Electronics Australia head of mobile eXperience Eric Chou said Samsung is committed to improving customer experience through product innovation with 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," said Chou.

CHEP Network executive creative director Paul Meates said as more and more people turn to gaming on their commute, the agency 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," he said.

Under the watchful eye of bin chickens, players must clear roadblocks, fight off coffee-starved commuters for their chance to win.

The Samsung Galaxy S24 Ultra, with its realistic graphics, lifelike visuals, and Samsung’s most powerful chipset to date, has been designed to meet the high performance demands of gamers.

These devices will be hidden throughout the map, with players able to unlock special bonuses IRL if they find them.

Samsung has designed a competition that reflects the on-the-go nature of mobile gaming. 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 more than AUD $8,000.

To extend the reach of the campaign, Samsung and CHEP Network will use out-of-home 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.

Interactive experiences in Sydney and Melbourne will allow local commuters to immerse themselves in 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 ultimate mobile gaming device; 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 as well as sporting personas such as Rob Whittaker and Mitch Robinson, 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.

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