Client
Global auto brand
Case Study · Auto · UAE
Auto launch inside EA FC and Roblox — brand integration, not banner spam.
A UAE automotive launch reached Gen Z and younger millennials inside the games they actually play — with contextual brand integrations that delivered broadcast-grade attention and measurable recall.
The challenge
Reach a young auto audience that's stopped watching TV.
The launch needed unaided recall among 18-34 auto-intenders in the UAE. Linear TV was delivering frequency against the older half of that cohort, and social video was getting scrolled past in under two seconds.
The brief: find an environment where a car could be seen, driven or worn — not just ignored — and prove the attention and recall uplift against a hard control.
The strategy
In-game brand integrations, two platforms, attention-measured.
EA FC stadium branding
Branded perimeter boards, half-time assets and in-menu placements served to UAE EA FC players on console and PC — the brand became part of the match, not an interruption.
Roblox branded world
A custom driveable activation inside a top Roblox racing experience — younger audiences earned, customised and shared the car with their friends.
Adelaide attention + BLS
Every placement measured on Adelaide attention, with a pre/post brand-lift study isolating unaided recall uplift among exposed vs unexposed UAE gamers.
The results
The attention TV can't buy anymore.
+14pt
Unaided recall lift
Exposed vs control
82
Adelaide attention score
Broadcast-grade benchmark
2.8M
Unique gamers
UAE 18-34
47s
Avg dwell with the car
Roblox activation
Got a launch that needs youth recall?
We'll plan in-game brand integrations across EA FC, Roblox and the wider gaming network — with Adelaide attention and BLS baked into the plan.