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EASTER C&I

UMAMUSUME: PRETTY DERBY

Client

KAKAO GAMES

Category

#Pre-launching Campaign  #Launching Campaign

Title

UMAMUSUME: PRETTY DERBY

Services

#BRAND STRATEGY  #CREATIVE  #MEDIA  #SOCIAL  #INFLUENCER

The Driving Force behind the subculture market craze

UMAMUSUME: Pretty Derby was regarded as one of the most anticipated mobile games of 2022. To meet these high expectations, we created the slogan "Let's Achieve Dreams Together" to generate a sense of excitement and anticipation. By executing a campaign that stirred strong anticipation among Korean subculture users, we achieved significant success, reaching the top of the charts in GooglePlay Store and App Store after launch.

  • Hit 1M for pre-registrations
  • Hit 1M downloads
  • No.1 Sales of two major markets

Creating an Exiting Sense of Anticipation Through Anime-style Direction

'We crafted a recruitment-style message: "We're looking for trainers to guide these girls who want to run faster than anyone else at full speed." The video was designed with clever, anime-inspired cuts, creating an eye-catching and engaging experience. By effectively conveying emotion, it successfully sparked positive curiosity and anticipation among users.

TVC | Finally, the day has come!

We designed a video that seamlessly integrated the running scenes of Pretty Derbies(horse girls) into a compelling storyline, eliciting a desire to collect among subculture users. The pre-registration TVC effectively utilized assets from the IP, creating a video that satisfied eager fans. This video not only maximized anticipation for pre-registration but also served as a medium for connecting with fans.

Student's Intro Video from Tracen Academy

"To become someone I'm proud of… I'll win this!"

We created a video introducing the students of Tracen Academy to new trainers across the country, inspiring excitement and anticipation about becoming their trainers. By incorporating emotional motion graphic elements, we enhanced the users' immersion in their roles and relationships within the game.

Capturing Attention with a Sense of Unity, as if Running Together

We designed dynamic group scenes for the advertisement, strategically placing them along major public transport routes to capture attention as people traveled. This OOH campaign successfully drew the gaze of commuters passersby.

Banner Images | Pre-launch / Launching

Before the launch, during the pre-launch phase, we approached users gently, engaging them in a way that allowed them to immerse themselves in the game's world, characters, and relationship dynamics. The messaging was crafted to feel like a personal invitation, drawing players in with subtle, compelling cues.

By presenting success in a straightforward manner, we emphasized the game's momentum and appeal. Clear and concise messaging highlighted enticing rewards, avoiding excessive details or overloading with meaning. This ensured the launch message was delivered effectively and with impact.

Connecting Directly with Players at AGF

To enhance loyalty and engagement with the game, we participated in AGF, a highly engaging event for subculture enthusiasts. We created a comprehensive experience, including interactive spaces, communication zones, photo booths, and events. This allowed us to leave a positive impression not only on core users but also on other attendees, fostering a broader sense of connection and goodwill.

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