Who’s got game?

A barbarian breaks the internet as Clash of Clans becomes a top 3 global game.

SUPERCELL

The Challenge:

Supercell, makers of the mobile game Clash of Clans, knew daily active users on most games wane shortly after download. How could we acquire new customers and improve lifetime value?

The Solution:

What makes Clash unique is its quirky band of misfit characters that differentiate from the testosterone-laden competition. By telling each character’s backstory through tiny vignettes in mobile advertising, prospects fell in love with their idiosyncrasies before they even downloaded the game—thus increasing retention and spend.  The gentle giant held a crush on the germophobic archer, while the brutish barbarian banged heads with anything that moved.

Why it works:

We unleashed a global mobile campaign of rich media ads, paid social, microsites and display ads that blanketed the world with interwoven character stories. Each bespoke creative was 3D-modeled, rigged and rendered specific to each concept and deployed globally in 14 different languages, culminating in more than 80,000 dynamic ads
in one year.

AWARDS: Creative Media Award, Gold  Internet Advertising Competition