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EASTER C&I

BLUE ARCHIVE

Client

NEXON

Category

#PRE-LAUNCHING  #LAUNCHING CAMPAIGN

Title

BLUE ARCHIVE

Services

#BRAND STRATEGY  #CREATIVE  #MEDIA  #SOCIAL  #INFLUENCER

THE SUCCESS OF A NEW GENRE THAT FLIPS CONVENTIONAL MARKET TRENDS

The Korean game market has been a strong mainstream of MMORPG for a long time. For the success of Blue Archive, a subculture genre, EASTER focused on creating empathy and immersion in the game universe, attracting interest and expectations from target users. By drawing clear and refreashing school fantasy that is different from the usual mood of existing subculture games, users can actively communicate emotionally. Through the concept of school, teacher, and student, the slogan "A Story Worth Keeping in Your Heart" and the key message "I've been waiting, teacher" were created to present great issues and expectations to users.

  • 1M Downloads
  • No.1 Popularity of the two major markets
  • TOP 5 sales of the two major markets

A Pre-launch Video Like a Movie Trailer

As if a masterpiece movie was being released, we produced a pre-launch video titled "November Brings Miraculous Tales". We wanted to raise expectations before the official launch by casting star producers and celebrities who are well-known by subculture users such as singer Lee Jin-ah and producer Kim Yong-ha.

Turning Everyday Moments into Charismatic Experiences

The goal was to emphasize the key message, "I've been waiting, teacher", so that users could immerse themselves more in the relationship between teachers and students. To this end, we wanted to show students' daily lives in a clear and refreshing school in the main promotion video of the launch. The key was to create excitement and expectation for users to become teachers of attractive students, and we were able to actually increase the consensus.

Seoul Adventure with Samsung Station's
K-Pop Square OOH

After the first outdoor advertisement was exposed, we produced a viral video to continue the popularity and issue to target users, not just outdoor advertisements. OOH advertisements exposed in each major spot were shot with drones and close-up shots to convey the feeling of traveling to Seoul with a sense of scale and trend.

Our Past Year: Like a Dream Come True

For the promotion prepared to celebrate the 1st anniversary of the Blue Archive, we have prepared the concept of 'Our meeting that feels like a dream.' We wanted to give new expectations to users by not only thanking and rewarding users for continuously showing interest in and supporting the game for a year, but also by guiding them to the AGF 2022 event where they can meet.

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