To produce a performance-driven TV campaign that appeals to both new and existing audiences.


Get Real. Our creative revolved around the real-world players, real-world skills and real-world dynamics of pool. And by adding a few of the exciting, tension-building elements that are only possible in the online world, we made 8 Ball Pool irresistible to anyone who likes pool.


This campaign has been driven so many downloads in the US, that cost per install was 50% lower than our ambitious target. In the UK, it was 75% lower.


Insight: There’s no more authentic way to experience pool online than 8 Ball Pool. Miniclip even visited pool halls to study how the balls move, allowing them to perfect the real-world physics.

Details: Using in-game design elements to punctuate a real life scene helped drive home the authentic metaphor.

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