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Elex
Clash of Kings

Multiple Formats

1. Objective

  • To grow awareness of the game with a strong response-driven campaign
  • Take an unknown gaming asset in the UK and cut through in a highly competitive market
  • Bring the game to life and entice new players

2. Strategy

  • The strategy was, ‘Step into the Game’.
  • A stimulating creative campaign executed across multiple Underground formats to providing a full station domination at Oxford Circus.

3. Execution

  • The take-over of one of the busiest stations in central London included a 360 degree tunnel wrap as well as wrapped digital walls placed at strategic locations featuring animated copy from the game.
  • Full cross track domination ensured that Clash of Kings would be the first and last thing people would see regardless of which way they were travelling.

4. Results

  • Spontaneous brand awareness: +25%.
  • Became the second most mentioned gaming app after the long-established Candy Crush Saga: Clash of Kings.
  • 62% of respondents exposed to the campaign, took action as a result of that. 
  • Clash of Kings became the 4th highest grossing strategy game in the UK, climbing from 48th to 2nd in the iOS strategy game chart post campaign. 
  • Overall the campaign drove daily app downloads by more than 300% compared to pre-launch levels.

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