OMEN — We Don’t Care
HP, 2020 - 2022
OMEN PCs are purpose-built for the best gaming experience. The We Don’t Care campaign took a stand on gaming equality in a market where social and income inequalities were prevalent in culture. We partnered with Korean League of Legends team T1 to engage the gaming community and create the OMEN Rule Book—a series of YouTube films that ran in conjunction with the most-watched LOL Worlds tournament. OMEN Rules challenged the enemies of gaming— unfairness, pay to win, haters, negative psychology and physical appearance.
The campaign generated enthusiastic response including 6M views, 252k votes and 5k #MyOmenRule submissions. It enabled OMEN to become the #1 gaming PC brand in South Korea.
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Build brand distinction and grow market share in South Korea’s competitive gaming market
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A society where family connections, physical appearance and wealth give you privilege and an advantage in life.
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In the world of PC gaming, there is no privilege or special treatment. Every player starts with the same resources, time, and skills. Only hard work gets rewarded.
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Shine a light on social and income inequalities and take a stand for equal opportunity. Demonstrate that OMEN does not care about your social status.
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7x growth in market share from 2020 to 2022 to become #1 gaming PC brand in South Korea
5k #MyOmenRule submissions