KICKOFF BY ZUJU x CRISTIANO RONALDO

LAUNCHING A FOOTBALL MOBILE GAME

Delivering a global brand and product launch for a new, second-screen mobile football game backed by Cristiano Ronaldo.

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THE BRIEF

We were selected by Kickoff By Zuju to drive both the brand launch and ongoing marketing strategy and delivery for their new football mobile game.

With their partnership with Cristiano Ronaldo in place, our marketing strategy focused on three key areas: (1) turning an app into a brand, (2) driving reach and relevance amongst targeted audience groups, and (3) building community and habitual gameplay to drive daily active player base amongst football-loving mobile gamers.

To best tell this story, we developed the brand mantra of “Play Every Moment”. To build brand fame, we worked with Ronaldo on the brand launch campaign –creating a tongue-in-cheek creative concept and capturing a suite of assets for different treatments and assets for every stage of the funnel.

In addition, we leveraged an army of influencers, micro creators and communities across key markets to play, stream and share the game –designed to be played as you watch a real life football match. With the Play Every Moment narrative, the brand campaign, ongoing social content, community management, paid media execution, and influencer management we successfully launched Kickoff By Zuju to market in a

THE BRAND FILM

With just 45 minutes of shoot time with Ronaldo in a Singapore studio, we built an ambitious multi-set production designed to bring the chaos and complexity of football culture to life through sharp writing, tight direction, and world-class execution.

Working closely with Ronaldo’s team, we ensured every detail was dialled in from camera spec to lighting rigs creating five unique environments within a single studio space to maintain visual energy and narrative pace. To get the most out of our time with talent, we shot additional behind-the-scenes and “fly on the wall” content that showed a more playful side of Ronaldo, extending the campaign’s reach across social with native, personality-led edits.

Following the shoot, we filmed an extra day with a full cast of supporting characters to complete the edit and elevate the world-building. The result? A creatively fearless campaign that balanced humour with slick production—delivering on both brand impact and shareability across every platform.