Havas Sports & Entertainment

Our work

Konami Enter the Game

The Challenge

Demonstrate videogame players that PES 2013 is the most realistic football simulator. To be the first campaign to ever convert a videogame fan into the protagonist of their favourite game by becoming one of the stars in it.

What We Did

We created a tournament to find the best football & videogame player in Spain, took him to Japan where the videogame creators developed his avatar, and introduce him inside the videogame so that every videogame fan all over the world could play with him.


+Million of users 'play' everyday with Edu in their consoles
+100 million impacts generated worldwide with a local campaign
+3 million Euros in Earned Media
We turned the product into a medium to directly connect with our target