Take a break from your routine

Amid the dynamic landscape of mobile gaming, Zorka.Agency took a bold leap forward by redefining the communication strategy for the popular game "Hero Wars" developed by Nexters. Rejecting traditional marketing approaches that rely on showcasing beautiful game animatics or gameplay, we sought to inject a fresh dynamism into the brand. We accomplished this by creating a real-life, humorous commercial featuring live actors, designed to engage the audience.

This approach was born out of the client's request to develop a creative communication platform. Based on the brief, we proposed a strategy that has not only given a fresh breath to the game's positioning but has also highlighted a new trend in the advertising of mobile games. It involved creating real commercials featuring prominent actors and real-life sets, thereby injecting a touch of realism and relatability into the game's presentation.

In the 70-second commercial, we created a distinctive character who served as a bridge between the game world and reality. Equipped with game elements like an animated sword, he disrupted the ordinary routines of other characters, drawing them out of their mundane situations, such as office work or financial hardship, and leading them into the vibrant world of the game. Compelling phrases like "Overwhelmed with work? Overthrow the enemy!" and "Take a break to do what you were born to do!" were employed to instill a sense of empowerment in the viewers.

The core creative message of the commercial is encapsulated in the message, "Take a break from your routine and start dominating it with the help of the game." This simple yet powerful statement speaks to the game's target audience who are often overwhelmed by the monotony of everyday life. It offers them a compelling escape into a world of fantasy and adventure, where they can overcome challenges and emerge as heroes.

The filming took place in the USA, miles away from the headquarters of Nexters and Zorka.Agency based in Europe. This geographical distance, however, did not deter our team from achieving the objective. The production process was adeptly coordinated via Zoom, bridging the gap between continents and enabling seamless communication amongst the production team, the client, and the agency.

The encouraging results were achieved. Notably, elements from the commercial, in particular the main character image, have been incorporated into the game's pre-load screen, thus harmoniously blending the advertising content with the game. Additionally, the commercial has been utilized in influencer and performance campaigns, expanding its reach and influence. As well as this effective reuse and repurposing have strengthened the return on investment for the commercial production.

Thus, by diverging from conventional advertising practices and developing a humorous, live-action commercial for 'Hero Wars', Zorka.Agency underscored the trendsetting path in mobile game advertising.