Launching Google Play on TikTok Asia-Pacific.
In 2023, boredom become the number one driver for Google Play game downloads in Asia-Pacific markets.
Boredom is a great way to obtain players, but it's also the cause of low retention and minimal in-game purchases.
To launch Google Play on Tik Tok in Asia-Pacific markets, we created a series of ads which inspired players to explore playing different types of games during various moments in their already active lives; Inside and outside. Play this way, that way, your way, any way.
It needed to feel authentic, so in true TikTok style we captured the players from the point of view of the phone, and the games from the point of view of the players.
Boredom is a great way to obtain players, but it's also the cause of low retention and minimal in-game purchases.
To launch Google Play on Tik Tok in Asia-Pacific markets, we created a series of ads which inspired players to explore playing different types of games during various moments in their already active lives; Inside and outside. Play this way, that way, your way, any way.
It needed to feel authentic, so in true TikTok style we captured the players from the point of view of the phone, and the games from the point of view of the players.
Director: Richard Olsen