CAMPAIGN ON |
⁌ AIM OF THE CAMPAIGN ⁍
Marine Nationale Reaches Gen Z Through Roblox.
→ To strengthen its appeal among younger generations, the Marine Nationale partnered with BEM Ad Network to deploy an immersive awareness campaign within the Roblox ecosystem. The objective was to increase visibility among Gen Z audiences by integrating the campaign natively into their gaming experience through premium in-game Billboard Video placements, a format designed to maximize attention without disrupting gameplay.
The Challenge
Reaching younger audiences through traditional media has become increasingly difficult, as attention shifts toward gaming platforms where engagement is significantly higher. The Marine Nationale needed a solution capable of:
Building awareness among a highly engaged Gen Z audience.
Delivering broad reach while maintaining strong video attention.
Integrating naturally within the Roblox experience to preserve user engagement.
Achieving a visibility objective of 2 million impressions within a controlled media budget.
Our Solution
BEM activated a Billboard Video campaign across a curated selection of high-performing Roblox experiences, positioning the Marine Nationale creative in-game environments where players naturally spend time. The campaign leveraged:
Native Billboard Video placements integrated into gameplay.
Distribution across high-performing Simulation and Obby experiences.
Impression-based optimization to maximize qualified reach.
Cross-device delivery across mobile, PC, consoles and tablets.
This approach enabled the Marine Nationale to connect with players in an environment where attention is naturally higher than on traditional digital media.
Campaign Highlights
The campaign exceeded its initial visibility objective while maintaining strong video engagement metrics aligned with Roblox benchmarks. Key audience insights include:
Simulation and fitness-themed experiences generated the strongest engagement.
Gym Training emerged as the top-performing game, followed by Gym Racer Simulator and Gym Showdown, delivering the highest volume of impressions and video completions.
Completion rates remained within Roblox benchmark ranges, demonstrating strong creative effectiveness.
⁌ PERFORMANCE OF THE CAMPAIGN IN 15 DAYS ⁍
—
2.3M
impressions delivered
116.45% of KPI achieved.
—
—
682,610
Unique Players Reached
With 3.4 average frequency.
—
—
73%
of impressions
were delivered on mobile.