Sozap’s main goal was to increase app installs of Armed Heist. It also hoped to achieve a higher return on ad spend while lowering its cost per acquisition and first-purchase cost per acquisition.
Sozap partnered with its agency yellowHEAD to create an eye-catching video campaign centred around an Armed Heist narrative. Following Instagram’s best practices, Sozap’s video introduced the Armed Heist brand clearly and immediately. It also fully fit the mobile screen, helping to immerse viewers in the game’s atmosphere. The scene changed continuously to keep people’s attention.
All of the ad creative elements were related to the Armed Heist brand, including a countdown bar that resembled a bomb wick and which slowly burned down, along with the Instagram Story bar. A faded motion blended around the Swipe Up call to action to help encourage people to swipe. The campaign was targeted to men and women aged 18–54 around the world.
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