In this Creative Showcase, we are examining how Nexon M leverages truly integrated in-ad copy to highlight the key features of its combat strategy game DomiNations.
It’s no secret that using on-screen copy to drive the narrative in a mobile ad is extremely effective. With many users watching ads in noisy environments or with their devices on mute, an advertiser cannot rely on voiceover to do the job. While many advertisers rely on simple lower-third text callouts, Nexon M took their copy a step further in this ad. Rather than merely placing copy over the creative, it was integrated into it.
In addition to integrating the copy as 3D elements within the creative, each phrase was styled and animated in a way that enhanced the story being told.
In fact, in the opening sequence, the user sees both stone age and space age copy that are styled appropriately. For instance, the text “from the stone age” both appear and lands like a heavy rock into the game, while “to the space age” has a metallic sheen and orbits above a modern looking plane. This provides the user with an immediate understanding of the wide scope of the game, thereby increasing mass appeal to retain viewer interest.
To further convey how expansive and rich the in-game experience is, countries up for grabs are labeled in golden 3D text across the map. As the camera tracks over the dimly lit map, the golden letters help draw the eyes from foreground to background, giving a greater sense of depth.
Of course, a robust game isn’t the only thing users may be looking for. While the target audience may be quite familiar with traditional city builders, it was important for Nexon M to convey the fast paced and competitive features of DomiNations. To achieve this, both animations and in-game effects were used.
First, the copy “build your empire” rises up from the ground to convey the upward construction of buildings in an empire while also giving the sense that the empire creation process is fairly fast paced. Second, flying coin animations during battle scenes adds interest to gameplay, as do the fireworks-like sparkles in the subsequent scene. Finally, closing shots of cannon fire and explosions leave a lasting impression about the action-packed features of gameplay.
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