Hello Hero
Award-winning North American launch of hugely popular mobile RPG from South Korean developer, Fincon.
Agency: ONE+K Los Angeles
Role: Creative & Content Strategy • Campaign Development • Trailer Concepts • Scriptwriting • Messaging & Copy
The Brief
Fincon wanted to launch Hello Hero for North America mobile gamers with a major splash that grabbed attention – something that maintained the essence of the IP but cut through to the mainstream.
The Problem
The game was bonkers! Over 300 different heroes with unique powers and characteristics, and over 200 missions all wrapped in a quirky, fast-paced, distinctly Korean package.
How to convey the essence of the game while staying true to the experience?
The Solution
Our answer was to succumb to the crazy. Working with my old client from THQ (Metro Last Light) we pitched a live-action launch trailer and (somehow) managed to secure the talents of one Anthony C. Ferrante, director of Sharknado.
We followed this with online spots that showcased the many weird and wonderful characters and environments.
Online Environments Spot | Concept • Script
Hello Hero Launch Trailer | Concept • Script
Online Character Spot | Concept • Script
In the lead up to launch we created activations at key gaming and pop culture events, tapping into cosplay culture.
Reaching fans via social media, we packed our event at New York Comic-Con. Those dressed as characters from the game receiving free entry and prizes.
The Outcome
In its first week, Hello Hero launched into the top 10 in the App Store
Best Broadcast Commercial (Mobile Games): PromaxBDA Game Marketing Awards
Outstanding Overall Marketing Campaign (Mobile Games, Bronze): PromaxBDA Game Marketing Awards