DERRICK LIN
PORTFOLIO
Strategic Writing & Design
I decided to emphasize the collection aspect of the Crossy Road mobile game in my ads. There are over 70 unlockable characters with their own unique sounds and movements. The target for these ads is male and female, 15-24 years old, and Android and iOS users. When it comes to social media, the target wants to have as many friends and followers as possible. More friends and followers creates more status for an account. The more characters that are unlocked, the more status a gamer has. Each time a character is unlocked, the gamer can share their newest achievement to social media to show their friends and followers. The target won't stop playing until they have unlocked as many characters as possible.
(Click pictures to enlarge)
Creative Brief
Client: Hipster Whale
Brand: Crossy Road
02.4.15
Communication Objective
What do we want our target to think, feel and do? (Acquisition, retention, switching, awareness, perception?)
We want customers to download the Crossy Road app from the Google Play Store and the Apple App Store and make in-game purchases. We want customers to share the pictures of their in-game high scores on social media to attract attention to the app.
Industry Trends
What’s happing in the industry/category and how do we stack up?
Large companies like King, Microsoft, Google, and Facebook own many of the top ranks in app stores. As of February 2, Crossy Road is the second-highest ranked app in the Google Play Store. Crossy Road trails behind Trivia Crack for the top spot, and Clash of Clans and Candy Crush Soda Saga are close behind.
Target Audience
Pinpoint demographics (e.g. existing owners of pre-used BMWs, suburban males 35-45)
Target is male and female, 15-24 years old, Android and iOS users. The target is interested in having a lot of followers and friends on social media. They want to be able to say that they know a lot of people and have a lot of connections.
Key Insights
What does our target currently think and feel about the category, brand, industry?
The target likes the simplicity of the game. It’s easy to learn how to play and to re-play after losing, but it’s not so easy of a game that players are constantly beating their high scores. The target doesn’t like to see ads all of the time. They like to collect and play as all of the different characters.
Points of Differentiation
What makes our brand distinct and unique (USP) relative to competitors?
Few games are as easy to play as Crossy Road, requiring only a tap or swipe of the screen.
Main Idea
What’s the principal benefit or single-minded proposition that will persuade our target?
Crossy Road is an easy-to-play game with great replay incentive due to its multiple unlockable characters and social media sharing capabilities.
Supporting Facts
Why should they believe the main idea.
1. 2014 Australian Game Developer Awards game of the year finalist
2. It’s free from the Google Play and Apple app stores.
3. As of February 2, it is the second-highest ranked app in the Google Play store.
4. There are over 70 unlockable characters
5. Pictures of gameplay and high scores can be shared to social media sites.
Mandatories
What are the things that must be included or observed?
Hipster Whale logo, Crossy Road logo, AGDA game of the year finalist, Google Play Store logo, Apple App Store logo.