Moments of Magic
PROBLEM:
King’s other games needed help to compete with their own Candy Crush-fuelled success, and needed lapsed players to return.
SOLUTION:
A new strategy and a rich global TV campaign born from gameplay moments that keep you hook. Engaging lapsed and new players by highlighting content they’d never seen.
ROLE:
Creative Director, Writer, Art Director.
Installs skyrocketed, with a 50%-200% better response rate than any other previous King campaign.
This success also created a positive impact on all the other performance-led marketing.
Candy Crush in Japan
PROBLEM:
Candy Crush Saga wasn't doing well in Japan. The game was very different to popular Japanese mobile titles. We needed to increase downloads.
SOLUTION:
Taking our ‘Moment of Magic’ strategy we proudly weaved Candy Crush's European sensibilities, candy combos, and a Japanese celebrity to create a sense of FOMO.
