R/GA Japan and PONOS have teamed up to deliver a message of hope to players of mobile game The Battle Cats, leveraging the game’s most popular character. This marks the first campaign for the Japan market since R/GA secured the mobile game account.
It’s a feeling gamers worldwide understand too well: the crushing despair of defeat, often tempting them to just throw in the towel.
So R/GA and PONOS collaborated to let players talk directly with the game’s deity, Cat God, empowering them to conquer their despair and triumph over challenging levels. Through the campaign ‘Calling God,’ players engage with Cat God across various channels, receiving in-game salvation, strategic advice, rewards, and plenty of laughs along the way.
“We know players look everywhere for inspiration when they’re stuck on a Battle Cats level,” said R/GA Japan Executive Creative Director Masaya Nakade. “That’s why we explored unexpected ways to connect them directly to Cat God online and in real life, right where they spend their time, providing a divine helping paw from above.”
“The Battle Cats is that winning combination of complex strategy and offbeat humour, so we knew we needed to play into the game’s brilliant weirdness to help gamers’ progress when they feel all hope is lost,” added PONOS’ Managing Director Seiichiro Sano.
Players have already immersed themselves in the first phase of the campaign, with messages mysteriously appearing on billboards across the city and on social media. These prompts encourage them to talk to Cat God through a first of its kind helpline service.
To accompany the launch, a hilarious social film depicts the relateable struggle of The Battle Cats gamers, followed by the glorious moment that Cat God guides them to victory.
Influencers have even had the chance to test the Cat God helpline out for themselves and shared the hilarious results with their followers.
Rumours are swirling that a mysterious phone booth will appear in Tokyo in the coming days. Clues will guide superfans to this location for an exclusive opportunity to speak directly with Cat God and win coveted in-game prizes.
Building on the success of recent campaigns including The Outcats and Year of the Cat,
PONOS and R/GA persist in their global mission to spread joy through the game.
Working across the USA, Korea, Taiwan and Japan, PONOS and R/GA strive to craft unique stories, to captivate both seasoned and new players and to grow The Battle Cats communities worldwide.
Credits
Creative Innovation Company: R/GA
Director: Chenko Tsukagoshi
Production Company: Y’s
Event Production: Frontier
LINE Chat Production: Puzzle, Liny
Media Agency : AnyMind
Public Relations : SUNNY SIDE UP
