Bury Boring: How Waste Creative Helped Opera GX connect with Gamers (Feat. Eric André)
How do you inspire audiences to do something as audacious as… changing their default browser? In Waste’s recent collaboration with Opera GX, they crafted a chaotic campaign featuring renowned comedian and actor, Eric André, that challenged mainstream gamers to abandon their default browsers in favour of Opera GX, a browser specifically tailored for gamers.
The Challenge
As they approached the campaign, Waste knew to succeed they would need to embrace Opera GX's irreverent, engaging, and distinctive brand personality. That would involve a laser focus on challenging the competition while remaining true to the brand's essence and their commitment to doing things differently and better than other gaming browsers.
Waste would need to build a narrative that would position Opera GX as the solution to tedious (and relatable) browser problems, resonating specifically with the gaming community to get them to switch over to the fun side. And as a games-native marketing studio, part of Keywords Studios, Waste were the perfect partner for this project.
Key Deliverables
- Campaign Strategy – Developed a bold, gamer-centric strategy built around Opera GX’s irreverent brand voice
- Campaign Management – Full oversight of planning, timelines, and cross-platform execution
- Teaser Trailer – Created to generate intrigue and hype ahead of the main campaign drop
- Brand Film – A high-impact hero spot featuring Eric André, bringing the campaign’s chaotic energy to life
- Cut Downs – Multiple edits tailored for platform-specific sharing and audience targeting
- Social Assets – Bespoke content crafted for maximum engagement across gaming communities
- Behind-the-Scenes Content – Additional material to deepen engagement and give fans a peek behind the curtain
- Community Engagement Tools – Interactive formats designed to encourage meme creation and social sharing
The Solution
Waste’s strategic approach focused on shaking up public perception of typical ‘boring’ browsers. The campaign needed an irreverent tone of voice that felt uniquely Opera GX, and a proposition — Eric Andre vs Boring Browsers — that positioned Opera GX as the best browser for gamers and the remedy to monotonous online behaviour.
Why Eric André? One word: personality. As a comedian best known as the creator, host, and co-writer of the surreal Adult Swim comedy series ‘The Eric André Show,’ he was perfect to represent the fun and irreverent tone of voice of Opera GX. André also has a significant following on social media, with 2.7m followers on Instagram alone—which might have swayed us a bit.
The ‘Bury Boring’ campaign emphasised Opera GX's main message: their commitment to doing things differently and better than other browsers. Our narrative positioned Opera GX as the solution to tedious (and relatable) browser problems, resonating specifically with the gaming community to get them to switch over to the fun side.
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