Saatchi & Saatchi Thailand launches ‘I am the one’ campaign for Garena

Saatchi & Saatchi Thailand has launched a campaign for FIFA Online 3 campaign built around the idea of ‘I am the one’.

The campaign for Garena comes after the agency recently won the account, for Asia’s largest online gaming company.

The campaign was released just prior to Argentina’s Lionel Messi setting foot first match at the FIFA World Cup in Brazil, and is shows the crowds surrounding the footballer’s car before showing that through FIFA Online 3 the consumer can ‘be the one’.

“We are really excited to be working with such a progressive company like Garena. This campaign lets South East Asians experience the FIFA World Cup – just like Messi,” said Nuntawat Chaipornkaew Saatchi & Saatchi Thailand’s executive creative director. 

FIFA Online 3 free-to-play multiplayer online football game also involved a teaser campaign with the media hijacking of football news websites by replacing actual football stars mentioned in news articles with that of Thai game players, and launched through a stirring film dubbed ‘Messi’s Arrival’.

An interactive version of the film can be accessed at the website where viewers can insert their own faces into the film to ‘be the one’ and also join the world’s largest football team photo.

‘I am the one’ will be rolled out into outdoor, point-of-sale and social content over the next month based on events at the World Cup.

“When Brazil scored an own goal, our content team produced an ‘interview’ with a Thai player talking about how he just wanted to score the first goal,” explained Chaipornkaew. “When Spanish star Alonso lost tooth, so did our stars and even theaudience. When Suerez hurt his knee, so did we.”

Nic Christensen 


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