Monster Strike is a smartphone game featuring the actions Slingshot!, Attack! and Boom! Our goal was to communicate the fun of the game and expand the user base. Therefore, We created an ad campaign focused on the action Boom! We targeted the world’s largest train-riding population, Japan, with posters in trains and stations nationwide. 372 different ads created for 372 different station locations, each looking like they have holes in them. In the trains, we used ads with actual holes in the paper. We also used web and TV commercials to expand the impact. During the campaign period, 678,000 new users were acquired. Thanks to social network sharing and news site reporting, we reached some 20 million people.

We created 372 different ads created for 372 different station locations, each looking like they have holes in them. In the trains, we used ads with actual holes in the paper. We also used web and TV commercials to expand the impact.

During the campaign period, 678,000 new users were acquired. Thanks to social network sharing and news site reporting, we reached some 20 million people.