Baity Battle

As the region’s most important season of the year,Ramadan is a time where brands advertise heavily.In order to stand out, stc needed to connect with the audience on a cultural level while meeting them where they were spending most of their time.

Showing respect to the muslim values is one of the key ways to connect with the muslim audience-which drives brands of kinds to communicate during this time.

79%of the Muslim community state they choose brands that resonates with their cultural values.

The first Fortnite game mod synced in real-time to connect games to meal-time.

We created an island on Fortnite that followed sun-light hours in Saudi Arabia, helping Muslim gamers keep track of time just by looking at the game skyline. That way, they could tell when to stop playing and join their families at the dining table for Iftar and Suhoor, the two main meals of Ramadan.

The island is based on the map of Saudi Arabia, with mountains, cliffs, deserts, the sea, a modern city, and a traditional village. It also had challenges and side-missions inspired by Saudi hobbies, like camping, falconry, and dune bashing.

The ‘Baity Battle’ campaign is a first-of-its-kind in-game solution for a real-world problem faced by millions in the region and connected with consumers during the busiest time of the year.