The Philippines excels in gaming with 43 million esports players, especially in Multiplayer Online Battle Arena (MOBA) games. FWD Life Insurance seized the opportunity to become the first insurer of Philippine esports by sponsoring MPL-PH, the largest gaming league.
Playoffs reached hundreds of thousands of Filipino gamers through live streams and RecCreate, a popular YouTube channel, amassing 222,000 views. The campaign boosted e-comm sales by 240%, insured 4,022 gamers, gained US $86,043.07 earned media values and 8,202,295 digital impressions, and raised brand awareness to 5% versus pre-campaign launch.