Gaming is HUGE in Myanmar with 30% of the entire country’s population being active gamers – 91% of them are aged between 18-34 years. Partnering with Wunderman Thompson Thailand, Bawdar created the world’s first immersive Game ’n Beer experience – Bawdar The Ultimate Gaming Fridge.
Yet with the country having a high amount of internet connectivity problems, many gamers suffer “high ping” – a lag in the game that often disrupts their gaming experience.
Bawdar, the No.1 beer amongst young adults in Myanmar, has always stood for a celebratory moment and has commonly been the winning beer amongst streamers and e-sport channels. So, whilst we cannot change the infrastructure of a country to help with the ever-so-frustrating lag, what if Bawdar could elevate the gaming experience and help celebrate the wins?
The gaming fridge brings a new dimension of gaming immersion, syncing the gaming colours on a computer screen to the fridge. Every time there is a hit where your screen shows red or the fast flashes during an action-packed sequence, the fridge mimics the colour and lights in the room in real time. Transforming what can be a lagging experience into a new immersive one.
Annie Giang Nguyen, Marketing Manager of Bawdar Myanmar, said: “Bawdar Gaming concept is truly a consumer-centric idea that tapped into the big pool of young consumers. This first-of-its-kind gaming fridge helped us successfully deliver our brand message of “Raise Up Bawdar”, especially amongst gamers in Myanmar”
Park Wannasiri, Chief Creative Officer of Wunderman Thompson Thailand, said: “The data shows that gaming is on the rise in Myanmar. Yet, not a lot of brands are tapping into this trend. With Bawdar Gaming Fridge launched, we believe that it will open new territories of communication for the brand to connect to the new generation. Thank you to the brave clients who believe in this out-of-the-world work. We will continue to drive innovative solutions for Myanmar – we believe they’re ready for something new!”
Each Bawdar Gaming Fridge is packed with Bawdar beer at its best – cold and tasty for gamers to celebrate every win. It also comes with gaming gear such as gaming chair, headset, mouse, and mouse pad.
The campaign is featured across all communications platforms on digital and social, calling on Burmese youth to order our fridges online and get it home delivered to their door!
Don’t let your big or small winning moment go to waste. Whatever verse you are in, live it big and celebrate with Bawdar Gaming Fridge today.
Brand Manager: Soe Swe Zin Tun
Marketing Manager: Annie Giang Nguyen
Agency: Wunderman Thompson Thailand
Managing Partner: Supannapa Traitonwong
Chief Creative Officer: Park Wannasiri
Group Creative Director: Chatchai Butsabakorn, Jiradej Penglengpol
Art Director: Nuttawut Chukanthong, Atthapong Rakkhatham
Copywriter: Kunat Chaengcharat, Sirikorn Rungrueangdechaphat
Group Account Director: Yamolporn Suvarnabriksha
Account Manager: Apinya Lorpunyakitjakan
Planning Director: Jason Cox
Project Manager: Wiyada Rakngarn, Mira Vasukulkasemtorn