The One Show
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Category
Game Marketing
Annual ID
OS24_GA028M
About the Work
In the 2000s, the Diablo series gained phenomenal popularity in South Korea. However, when Diablo IV was set to launch in 2023, the gaming market was dominated by small-scale and simple yet easy-to-play mobile games. Therefore, Blizzard Korea needed a compelling strategy to attract mobile game players. To create buzz and deliver the most powerful message that will resonate with the target audience before the release of Diablo IV, Blizzard Korea decided to reproduce the game's main world, ‘Hell’, in real life.
Hell Station brought the game’s universe including the Cultist Refuge, the Altars of Lilith, and the Altar of Cleansing, into the forbidden space of a ghost subway station. Users who experienced the unrealistic hell beneath the familiar subway station were immersed in the world of Diablo IV, as if they were one of the game’s characters. Various content including pseudo-documentaries, influencer videos, and microsites were created for the fans who were unable to experience the ‘Hell Station’ in person, building hype around Diablo IV both online and offline.
Given that 70% of mobile game players use the subway, Blizzard Korea created ‘Hell Station’ on the abandoned platform of Yeongdeungpo Market Station, which was left dormant for more than 30 years after Seoul Metropolitan Subway redesigned its routes in the 1990s.
Precisely capturing the in-game universe through Hell Station, Diablo IV delivered an immersive experience and successfully increased the interest and engagement of mobile gamers. It achieved a 93% Intent to Play and ranked as the 2nd most popular game in PC rooms within 7 days.
Hell Station brought the game’s universe including the Cultist Refuge, the Altars of Lilith, and the Altar of Cleansing, into the forbidden space of a ghost subway station. Users who experienced the unrealistic hell beneath the familiar subway station were immersed in the world of Diablo IV, as if they were one of the game’s characters. Various content including pseudo-documentaries, influencer videos, and microsites were created for the fans who were unable to experience the ‘Hell Station’ in person, building hype around Diablo IV both online and offline.
Given that 70% of mobile game players use the subway, Blizzard Korea created ‘Hell Station’ on the abandoned platform of Yeongdeungpo Market Station, which was left dormant for more than 30 years after Seoul Metropolitan Subway redesigned its routes in the 1990s.
Precisely capturing the in-game universe through Hell Station, Diablo IV delivered an immersive experience and successfully increased the interest and engagement of mobile gamers. It achieved a 93% Intent to Play and ranked as the 2nd most popular game in PC rooms within 7 days.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Cheil Worldwide / Seoul
Production Company
BMT / Seoul
Art Director
Subin Ji
Minji Chang
Suntaeck Kim
Copywriter
Jaeeun Jeong
Sukkyung Kang
Creative Director
Jongmin Kim
Account Director
Bohyun Han
Account Executive
Kyungho Lee
Steven Ho Hyuck Han
Account Planner
Gyutae Hong
Yongwoo Cho
Digital Campaign Director
Jinhee Kim
Digital Campaign Planner
Euna Cho
Juseung Ahn
Nayoung Moon
Director, Construction
Insoo Park
Director, Contents Production
Taehyun Kim
Director, Physical production
Kwanghee Ahn
General Manager, Construction
Sungap Kim
General Manager, Design
Hyunhoo Yun Yun
General Manager, Engineering
Gihyun Cho
General Manager, Management Support
Hyejin Oh
General Manager, System Develop
Halim Kim
Media Planner
Hyeonjun Kim
Jihee Kim
Yongkyu Lee
Yujin Jung
President CEO, Physical production
Byungmoo Park
Senior Executive Vice President, Contents Production
Seongkeun Yoo
Senior Executive Vice President, Design
Sanghoon Dho
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