In this creative showcase, we are examining how Purple Kiwii hooks users with endearing antagonists, catchy music, strategic branding, and more. Here’s the creative:
Why it Works:
This creative follows quite a few mobile video ad best practices, including:
- 20 second duration
- Prominent branding to open and close
- Emphasis on characters
- Clear callouts
- Realistic depiction of gameplay
20 Second Duration
Long enough to tell a coherent story, yet short enough to maintain a viewer’s attention, this creative falls just within the ideal duration range of 20 to 22 seconds.
Prominent Branding
By displaying the app’s logo clearly and prominently at the opening of the spot, Purple Kiwii is able to leverage immediate brand recognition. By closing with the same logo, brand recall is optimized for users who aren’t quite ready to install yet.
Emphasis on Characters
Nearly every shot in this creative features characters positioned prominently within the frame. In so doing, Purple Kiwii is able to portray even their antagonist monsters in an endearing light.This increases viewer affinity with the characters, piquing interest and increasing the likelihood of an install.
Clear Callouts
To ensure the gameplay footage is easily understood and is distinctive from other apps in its genre, clear callouts are used throughout the ad. In addition to showcasing features & game modes, this also establishes a much needed storyline for the puzzle game while keeping the viewer focused.
Realistic Depiction of Gameplay
By showing actual in-app footage throughout the creative, viewers are given a realistic expectation of the in-app experience. This is critical for retaining users after the install.
Join the Conversation
The AdColony Creative Showcase examines what makes top performing mobile ad creative successful. How do you optimize your mobile video creative? Tweet us at @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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