BIMA Awards

Sector Awards: Media, Entertainment & The Arts Over 70K winner Finalists 2019

Brawl Stars Global Launch

by Waste Creative for Supercell for Supercell

Project information

Supercell are the mobile gaming giant behind Clash of Clans. For the global launch of their fifth game, ‘Brawl Stars’, they needed a campaign that would speak to a Gen Z audience who avoid ads, distrust marketing and spend most of their time on dark social. We devised a strategy built on insights derived from social listening that successfully whipped this small community into a giant meltdown – generating a huge earned media footprint without spending a penny on paid media or traditional ads. Our gamble was that ambiguous messaging would be more effective than clean and clear messaging. And we were right. The campaign helped attract five million new pre-registration sign ups in just eight hours, and ultimately took Brawl Stars to the top of the App Store in thirty-two countries, earning over ten million dollars in week one

Shortlist

Blueleaf & Tate

by Blueleaf for Tate

Brawl Stars Global Launch

by Waste Creative for Supercell for Supercell