Filipinos are addicted to mobile gaming. Everywhere, gamers are tapping on their screens, trying to level up.

But how does a telco brand like Globe enter the scene and talk to this market in a way that speaks their language and taps into their need for a challenge?

Publicis JimenezBasic came up with a way to make the country’s first-ever online video with hidden game codes. The campaign itself was a game- and Globe was one of its players. The brand engaged like a gamer, giving away code hints and clues on social media.