Best Game Site Online Ad

Audience: Mobile gamers who haven’t played Clash of Clans OVERVIEW: What makes Clash of Clans unique is its quirky band of misfit characters that differentiate from the testosterone-laden competition. By telling each character’s backstory through tiny vignettes in mobile advertising, prospects fell in love with their idiosyncrasies before they even downloaded the game—thus increasing retention and spend. The witch and her bony children featured in national television, and in each spot Larry—the mischievous one—touched something he shouldn’t have and accidentally destroyed it. So what would Larry do if placed in a mobile-only gif ad? Destroy the call to action, of course. And by literally jumping on the CTA in the fleeting world of mobile ads, users were impulsively drawn to hit the button. RESULTS: During our Spring campaign Jumping Larry was our most successful animated ad, helping Clash to 198,000 daily installs and fifty-six million daily active users. These numbers didn’t just blow our minds, they put Clash of Clans in the top three app store games worldwide—month after month—nearly three years after its release.

Contributors:

VP, Executive Creative Director:	Brendan McKenna
VP, Client Services:	Angeline Yeo
Associate Creative Director:	Mark Bell
Associate Creative Director:	Aaron Schneider
Marketing and Video Artist (Supercell):	Greg Killion
Director of Marketing (Supercell):	Ryan Wener
Brand Marketing Lead (Supercell):	Cristina Lee
Marketing Art Lead (Supercell):	Lauri Manninen

EPSILON

Location: United States