Supercell

CLASH OF CLANS

Client

Year

2014–2016

ROLE

Creative Director, in partnership with the VP Creative Director

AWARDS

CHANNELS

BUSINESS CHALLENGE

CREATIVE SOLUTION

CONTRIBUTIONS

Creative Media Awards: Finalist — Mobile Media, Clash of Clans “Who’s Got Game?” campaign

Internet Advertising Competition: Best Game Site Online Ad, Supercell: Clash of Clans “Don't Touch that Larry!”

Rich Media Ads, Display Ads, Paid Social, Microsites

We were tasked by Supercell to keep Clash of Clans top of mind in the highly volatile world of mobile gaming. As one of the most popular games in history, Clash was highly saturated and the cost-per-install was high. How could we acquire new customers and improve lifetime value?

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 unfolded their quirky characteristics and deployed globally in 14 languages.

Drove the collaborative efforts and consistent production of 80,000 mobile ads across three game titles and three microsites.
Led the creation of campaign assets—from sketch to release—with a team of 4-8 art directors and copywriters on a consistent rotating schedule.
Spearheaded an interactive series of mobile-native onboarding ads to entice users into downloading.
Directed the 3D agency to ensure any new base renders would affordably scale our campaigns.
Collaborated with the production manager and freelancers to maintain version consistency across 14 languages and 15 sizes per ad unit.

RESULTS

198,000 daily installs

56 million daily active users

Clash of Clans maintained its place as a top three app store game worldwide—month after month—three years after its release.

The campaigns were so successful that the scope increased to two additional games: Hay Day and Boom Beach.