Background

The King Of Glory, a multiplayer online battle arena developed by Timi Studio Groupand published by Tencent Games for the iOS and Android mobile platforms, exclusively for the Chinese market. By 2017, It had over 80 million daily active players and 200 million monthly active players, and was both the world's most popular and highest grossing game of all time as well as the most downloaded app globally. The game's international version has been released in 2017 as Arena of Valor, featuring different content.

Describe the creative idea

According to the emotional insight that ‘each character of you is inevitable’, it wants to tell the core idea that even though life is full of drama and accidents, and players themselves are struggling with their business in life and it’s difficult to not get off-line and also to draw attention to the team building and battling. In this case, working as one and fighting for your team is the most valuable spirit behind. In this virus video, the director made use of the upgraded camera shooting and dramatic methods with the adapted classical opera《Nessun Dorma》to narrate the inside battling of players in their minds, and also to illustrate the ‘tragic’ conflicts, the players’ sacrifices and their devotion and honor towards team. Focusing on the youth groups in 20s and 30s among WeChat users; existing users of King of Glory; potential users of King of Glory.

Describe the strategy

Focusing on the youth groups in 20s and 30s among WeChat users; existing users of King of Glory; potential users of King of Glory. Users are highly overlapped, and the form of platform product facilitates the target audience to participate in the interaction The brand TVC was filmed on the theme of “Team Fight For You”. “Thank you, every indispensable one”, the slogan of the third anniversary of King of Glory was inserted to highlight the team concept in King of Glory products to achieve the resonance of the target audience.

Describe the execution

The release period is from October 26, 2018 to October 28, 2018. Placement at Advertising at WeChat Moments. Budget of project around RMB 5,000,000.

List the results

The total exposure of advertising is 79,046,440 times (to independent users), and the number of users reached is 35,616,691, which means the number of times per capita is 2.32, and the average duration of stay is 7.38 seconds. In total, there were 378,322 clicks from 326,347 users participated in advertising click interactions, of which the video had 328,745 clicks, 9,973 likes, and 2,691 comments, while there were also 29,913 clicks at the profile photo and name. Generated 5,308 times of active sharing by users, making the brand spread again in the chatting among friends and Moments, and bringing numerous times of additional exposure for the brand. 80 million of exposure of the brand proposition and the anniversary theme was achieved thanks to TVC contents and the advertising at Moments, effectively bringing new users in and activating existing users and elevating the brand preference among users.