United States
China (中国)
#FightLikeAKing battle plan generated +300% increase in app downloads
The declaration was to create standout in a fiercely competitive, high-spend market in order to seize market share for this challenger brand.
The battle plan was to deliver volume of downloads through scaled media activity. We had to #FightLikeAKing
The TV campaign was the bedrock of the strategy, initially used to drive brand awareness; the tactical timing and fantastic synergy of allying the brand with season six of Game of Thrones was the perfect launch moment. We were able to piggyback the hype.
Post-launch, strategy shifted to more efficient brand response TV buying, building rapid reach into the target audience.
Using our innovative TV for Apps tool, we attributed installs and in-app actions to individual TV spots, redeploying airtime, while the campaign was live, to precisely where strongest gains could be made – making every spot count.
TSW also teamed up with Talon Outdoor and The SHARP Agency to deliver a complete Oxford Street Underground takeover.
This powerful creative solution made us Gold Winners at The Drum Out Of Home Awards.
Standout was further achieved using a combination of tactical alliances with VoD, cinema and mobile.
Further impact was achieved through an experiential event #LondonsBattle.
It worked. Downloads jumped 300% over pre-campaign levels, the app soared up the iOS (from 48th to 2nd!) and Google Play charts and Clash of Kings became the 4th highest-grossing strategy game in the UK.