The One Show
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Category
Brand Partnerships
Annual ID
OS24_OH091M
About the Work
Clash of Clans and Clash Royale- modern strategy games - wanted to attract new players from an unlikely competitor: chess.
Because just like Clash, centuries-old chess is a strategy game, but one with a lot more recent hype.
And as a battle game ourselves, we knew exactly how to handle our enemy: keep them close.
So we partnered with Chess.com to fuse our games in an unexpected collaboration. Since chess puzzles make up a popular practice technique among chess players, we honed in on these puzzles to launch our partnership. And we were crafty about it: we uncovered that chess puzzles are solved with moves called “notation codes” - which happen to look exactly like promo codes. So we turned chess puzzles into Clash Puzzles: puzzles to be solved by chess players to earn them Clash in-game rewards. We developed hundreds of unique chess puzzles and placed them on massive billboards throughout New York City, the world capital of public chess. And these puzzles worked - chess players discovered the puzzles, solved them, and were rerouted to Clash, where they were already set up with the solid supply of in-game currency that their strategy prowess had earned them. Because the harder the Clash Puzzle, the better their Clash reward.
As a result, we essentially hacked chess by partnering with them - and this fusion of two beloved strategy games successfully grew our audience and increased our popularity among chess players.
Because just like Clash, centuries-old chess is a strategy game, but one with a lot more recent hype.
And as a battle game ourselves, we knew exactly how to handle our enemy: keep them close.
So we partnered with Chess.com to fuse our games in an unexpected collaboration. Since chess puzzles make up a popular practice technique among chess players, we honed in on these puzzles to launch our partnership. And we were crafty about it: we uncovered that chess puzzles are solved with moves called “notation codes” - which happen to look exactly like promo codes. So we turned chess puzzles into Clash Puzzles: puzzles to be solved by chess players to earn them Clash in-game rewards. We developed hundreds of unique chess puzzles and placed them on massive billboards throughout New York City, the world capital of public chess. And these puzzles worked - chess players discovered the puzzles, solved them, and were rerouted to Clash, where they were already set up with the solid supply of in-game currency that their strategy prowess had earned them. Because the harder the Clash Puzzle, the better their Clash reward.
As a result, we essentially hacked chess by partnering with them - and this fusion of two beloved strategy games successfully grew our audience and increased our popularity among chess players.
2024 Awards
Total Points: 3
Merit
Credits
Agency
DAVID / New York
Media Agency
Wavemaker / Miami
Client / Brand
Supercell / Helsinki
Art Director
Carmen Fenech
Juan Portilla
Rafael Ochoa
Associate Creative Director
Guilherme Pinheiro
Chief Creative Officer
André Toledo
Copywriter
Sandi Spino
Creative Director
Linus Oura
Global Chief Creative Officer
Liz Taylor
Pancho Cassis
Strategist
Brooklyn Carey
Global CMO
Fernanda Romano
Global Strategy Officer
Paula Vampre
Group Strategy Director
James Mitchell
Account Supervisor
Irene León
Fair Play Support Specialist
Dane Mattson
Global COO
Sylvia Panico
Global PR Director
Sandra Azedo
Growth Marketing
Manuel Laggengar
Head of Production
Brenda Morrison Fell
Managing Director
Luiza Prata Carvalho
Marketing Lead
Iwo Zakowski
Marketing Producer
Yuri Yoshimura
Technical Producer
Samuel Klinkmann
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