SimCity BuildIt

December, 2016 | Electronic Arts

In an effort to boost game downloads and rejuvenate the SimCity brand, PlayBrain worked with Electronic Arts on a new marketing campaign for their mobile game, SimCity BuildIt. The solution was to increase branding and advertising effectiveness amongst Japanese users, by making more relevant advertising for them across all their key ad units for social, user acquisition and also localising their store assets, such as the iTunes app store.

Each of the visuals focused on a unique and fun feature of the game and included playful copy that aimed at appealing to a diverse Japanese user base. After the launch of the PlayBrain-lead campaign, EA found that the new direction was immensely successful within the Japanese market.