‘Copycats Welcome’campaign scores bigfor David, New Yorkin Gaming category
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The winner of the Entertainment Lions for Gaming Grand Prix is ‘Copycats Welcome’, an
ingenious campaign for Clash Royale from David, New York.
The campaign was Clash Royale’s response to the fact that thousands of copycat games had sprung up — and were starting to erode its audience.
Rather than irritate players of those games, Clash Royale reached out to them and invited
them to re-engage with the original. As an incentive, it allowed them to carry over any in-game currency or levels they had accumulated in the copycats.
As a result, there was no sense of wasted time or effort in cross-ing over. 2.3 million players were converted via the campaign, including 1.65 million new players.
Jury president Lolly Thomson, joint global chief creative officer M+C Saatchi, said: “Instead of calling in the heavy machinery of IP lawyers, Clash Royale flipped it on its head. It said: ‘We know you’re playing these games, so come home.’ That’s something only an original can do.”
Thomson said the category in general “is one of the most dynamic at the Festival. It is as limitless as the worlds it creates. Gaming is a place where brands and culture can meet. It’s truly immersive, there is a real alchemy.”
In terms of what the jury was looking for, Thomson set criteria including “meaningful results, authenticity, a purpose beyond the campaign, a legacy, a strong brand fit and the ability to compete as entertainment."
Intriguingly, the only Gold Lion also went to Clash Royale, for ‘Pocket-sized Halftime Show’, entered by Uncommon Creative Studio, Stockholm.
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