We were appointed by King, makers of the world-famous Candy Crush Saga game and franchise in April this year. Our first campaign, potentially the biggest entertainment launch ever, is a full-scale global ad campaign to launch Candy Crush Soda Saga, the sister title to Candy Crush Saga.
Our integrated campaign kicks off with a 60’’ brand advert showing a woman transforming her boringly routine day with a little magic from Candy Crush Soda Saga. #Sodalicious. The ad will air in over 20 countries from now until Christmas.
Shortly after the TV launches, we will take our core campaign idea and literally soda crush major cities across the globe – turning London, New York, Sydney, Paris and Berlin Sodalicious! High impact, premium outdoor formats will transform the journeys of city commuters, raising awareness of the hotly anticipated game launch and encouraging downloads whilst travelling. Look out for Candy Crush Soda Saga buses, trains, taxis and ferries; full station dominations and key digital screens at Waterloo, Penn corner and Piccadilly.
Finally, no King campaign would be complete without a dominating presence in online mobile media. During the campaign period, smart phones over the world will be served with consistent brand and direct response messaging to support game downloads. Utilising pioneering technology across Apple, Google and Facebook networks the Candy Crush Soda Saga launch will demonstrate new gameplay to a global audience right at the point of interaction.
Client – King: Nicki Sheard and Vicki Reeve
Agency – WCRS
Creative Directors – Jo Moore
Creatives – Alex Bingham and Conrad Swanston
Agency Producer – Hannah Needham (TV), Eliot Liss (TV), Hayley Inglis (TTL), Emily Mules (TTL), Camille Sims (TTL) (freelance), Christophe Taddei (TTL) (freelance), Nickie Dixon (TTL) (freelance)
Account Handling – Julian Hough, Hollie Alexander (TV), Tim Ryan (TV), Nick Fokes (TTL), Gareth Hughes (TTL), and Francesca Sale (TTL) (freelance)
Planning – Matt Willifer, Hayley Pardoe, Rory Foster
Media Agency – Starcom Mediavest Group
Production Company: Traktor
Producer: Richard Ulfvengren
Editor: Edward Line @ Final Cut
Audio: Patch Rowland @ Final Cut Audio
Localisation – Hogarth