Company: WSP Inc., Makati City, Philippines
Company Description: At WSP, we digest consumer perceptions through various forms of research. We listen, participate, and contribute to conversations. We study what consumers are concerned with, what triggers their decisions, and then determine how your brand can fit in. This is how we shape perceptions – how we can help you write a better story.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Gaming & Virtual Reality
 Nomination Title: Riot Games' VALORANT Agent Neon Project
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Written answers to the questions
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Gaming and eSports are powerful mediums that bring people and global communities together, transcending age, gender, race, culture, socio-economic classes and geography. As a multi-faceted industry, gaming is tremendously influential in promoting representation and unity in diversity. Recognizing gaming’s impact and influence, Riot Games Inc. took a critical step towards inclusivity by launching the VALORANT Agent Neon Project on January 6, 2022.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
The introduction of Neon, the first ever Filipino and Southeast Asian agent in character-based tactical shooter game VALORANT, was borne out of Riot Games’ commitment to create meaningful player experiences that go beyond being merely competitive, enabling participation within culture. The company desires to broaden its reach and connect with potential, new and existing players in more ways by being in their lives beyond gaming and deepening their relationship with players. It is also an opportunity to expand the reach and scope by providing additional ways in for new players and make tac shooters more welcoming, decreasing the perceived barriers for entry through social networks and engagement.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
The VALORANT Agent Neon Project is essentially an exercise in broadening the ways VALORANT can be expressed—through the agents. The world is introduced to Neon from the Philippines in Episode 4 Act 1. It provided an opportunity to speak to players in the market and empower them to connect with and feel represented in VALORANT.
The launch served as a platform to spotlight and introduce Filipino culture to the global VALORANT community. The mission is to drive the exponential growth of VALORANT in the Philippines by creating local marketing experiences that connect local gamers to Neon and welcome them into the VALORANT Community. The goal is to increase share of voice and drive conversations about the project and increase awareness and interest for VALORANT to a wider audience.
For authentic representation, Agent Neon was designed, voiced and quality reviewed by Filipinos. Game designer Ryan Cousart and Quality lead Gabby Llanillo brought Neon to life and involved Vanille Velasquez, a Filipina voice actress, in shaping the character. VALORANT also partnered with Filipino-Australian singer Ylona Garcia for Neon’s song in the trailer. PR and media approach involved highlighting Neon’s cultural moments in top-tier mainstream media in the Philippines. The Neon campaign teaser phase included Episode 4 CG and an agent trailer. During the launch date, a dev Q&A session exclusively for PH press and influencers was held, followed by SEA Social Teaser tactics and activities on Neon’s debut in the game with Episode 4 kickoff trailer, media articles, email and social promos.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Riot Games celebrated the launch of VALORANT Agent Neon with an exciting range of activities and collaborations. The campaign kicked off with the Neon Agent Trailer introducing the agent that showcased a collaboration with Filipino-Australian singer Ylona Garcia featuring her song “Entertain Me” with 8,336,567 views. Riot Games also released a compilation video of top Filipino game influencers reacting to Neon’s agent trailer earning 59,498 views.
Riot also partnered with leading Filipino streetwear brand Team Manila to produce custom swag kits composed of basketball jersey, hoodie, bucket hat, designer water bottle and wristband with designs inspired by Neon. Riot Games also released an exclusive behind-the-scenes video with Neon voice actor Vanille Velasquez sharing what this project means to her and the Filipinos, earning 1,968,126 views. Additionally, Riot shared an official cosplay of Neon as the new Filipino Valorant agent with Filipino cosplayer Charess which attracted 50 entries for low cost cosplay competition. Riot commissioned Filipino artists Ikayawa, Brickx, Rodney and Jayds/Inkee for their unique interpretation of Neon artwork and was able to inspire 662 fanart contest submissions.
Apart from the marketing and advertising efforts, the PR component of the VALORANT Agent Neon Project helped intensify the awareness campaign. To generate excitement about Neon, the PR tactics included profile articles and features in top-tier mainstream Philippine media outlets, drumming up interest about the Filipina voice of Neon, Vanille Velasquez, and the tie-up between Riot Games and popular music company 88rising by tapping Filipino singer-songwriter Ylona Garcia.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Highlights of the VALORANT Agent Neon campaign includes a cover story with top Philippine fashion magazine MEGA about Neon and her origins. The partnership included social media promotion as well as the digital cover story. The cover story and reveal racked up 386,636 impressions, 329,557 reach, and 4,366 engagements. The triptych posts racked up 386,636 impressions, 329,693 reach, and 4,303 interactions.
The seeding of VALORANT Episode 4 Act 1 Neon Battlepass which afforded players early access has combined impressions of 1,552,650 with media and PR values of Php400,000. Interview pitches were also significant as “Southeast Asian Valorant Agent is Filipino” interview reached 245,520 impressions with media values of Php436,564.80 and PR values of Php2,182,824.
Furthermore, the interview pitch about voicing Valorant's first-ever Filipino agent reached 305,000 impressions, Php194,400 media values and Php972,000 PR values. The Neon announcement seeding generated 55,620,214 impressions, with Php3,308,205 media values and Php7,033,045 PR values. Riot's collaboration with 88rising's Ylona Garcia garnered 130,523,309,310 impressions, Php7,600,000 in media value, and Php11,200,000 in PR value. The social media pickups about the collaboration reached Php38,300,000 media and PR values.
The results clearly showed the immense success of the project, and Riot Games Country Manager for Philippines Joel Guzman perfectly summed it: “Neon is really a love letter to our amazing Filipino and wider Southeast Asian communities.”
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