Getting Gen Z to download a banking app isn't easy, especially when competing for young gamers' attention. But in League of Legends, there's one shout every fan knows: “Down!” And we heard another word in it: “Download.” So we turned that iconic gaming call into a playful banking app CTA: DOWN, DOWNLOAD!

Bringing together Faker, T1, and the original caster behind the shout, we packed the campaign with Easter eggs only fans would recognize—from broccoli and Duo’s “500 won” to workout jokes.

By weaving these inside jokes into the story, alongside app benefits and social content, we turned a simple download CTA into something made for the fandom, giving fans a fun reason to download Hana 1Q.