Marketing The Drum Awards

How Fairrie bridged gaming culture with luxury with real symbols of esports achievements

By The Drum, Editorial

The Drum

May 28, 2025 | 4 min read

Fairrie's innovative campaign won gold in gaming at The Drum Awards for Marketing APAC by translating virtual esports achievements into real-world luxury symbols, achieving $14m in media value and redefining brand-building.

Gaming Achievements Deserve Real-World Glory

Fairrie, a new luxury accessory brand offering Swiss-made watches and jewelry at accessible price points, sought to disrupt the traditional luxury market by tapping into an unexpected yet passionate audience: gamers. Ahead of its Southeast Asia launch in Q4 2024, Fairrie faced the dual challenges of establishing credibility in a heritage-driven industry while authentically connecting with gaming culture.

Research revealed that nearly half of gamers are motivated by self-expression and achievements, yet there was no tangible way to translate virtual triumphs into real-world symbols. Fairrie recognized an opportunity to bridge this gap, positioning itself as a brand that celebrated gaming identity and success. To achieve this, Fairrie partnered with MOONTON GAMES' Mobile Legends: Bang Bang (MLBB)—the world's most-watched mobile esports and its flagship event, the M6 World Championship—embedding itself into gaming culture and creating exclusive products tailored to three key fan segments:

1. Competitive Players

Fairrie launched the Mythic Pendants, exclusive to players who achieved MLBB’s highest rank, Mythic. Buyers had to submit proof of their rank, creating a real-world badge of honor. The M6 Champions’ Medals and Rings further elevated this collection, serving as the ultimate status symbol for world champions.

2. Esports Fans

The M6 Dreamwatch, a Swiss-made timepiece featuring iconic M6 design elements, celebrated the passion and prestige of esports, offering fans a tangible connection to the competitive scene.

3. Casual Players

Hero-themed jewelry inspired by MLBB’s popular heroes, Zhuxin and Miya, allowed casual players to express their love for the game’s characters and stories in their everyday lives.

The partnership was brought to life through a mix of broadcast integrations, authentic storytelling, and immersive on-ground activations:

Media Placements: Fairrie secured consistent visibility through brand TVCs, rotating logo loops, and dedicated social media posts on MLBB’s global channels.
Authentic Storytelling: On-screen panelists wore Fairrie products and delivered live shoutouts, improvising with their own personalities to bring the collections to life.
Earned Content: At the M6 Gala, Fairrie created an immersive pop-up apartment where players, influencers, and media could explore the collections. Participants could win Fairrie items through IRL games, such as an archery contest inspired by MLBB’s hero Miya.
On-Ground Fan Engagement: At the M6 Carnival, Fairrie transformed its retail space into an immersive XR experience, bringing MLBB’s in-game worlds to life with Fairrie products seamlessly integrated into the design.

The campaign delivered outstanding achievements, proving that creativity and strategic collaboration can overcome even the toughest challenges:

Over $14M USD in media value and 15+ billion impressions across broadcast and social channels.
87% positive brand sentiment among M6 fans.
Fairrie’s social media organic views garnered over 50,000% of its follower size.
16,000 visitors to Fairrie’s pop-up experience over three days.
A 6% conversion rate (3x the industry average for retail jewelry).
Sales across all five markets: Malaysia, Philippines, Indonesia, Singapore, and the USA.

By turning gaming achievements into real-world symbols, Fairrie didn’t just sell jewelry—it created a movement. This campaign redefined luxury, proving that even a new brand can achieve extraordinary success by deeply understanding its audience. It was a celebration of gamers, by gamers, and a bold step into the future of brand-building.