Tips on how to make creative ads for the Asian market

my name is Stella I'm a creative director of my worst which is the in-house studio from integral let me just briefly introduce our team my where's our creative agency with a home base in China and our mission is to combine create creativity and technology in the most innovative way to help brands engage engage customer and overcome their challenge and here is some is a show real that shows our previous work [Music]

[Music] as you see we are Experian the videos and also the playable ads and is our team member like we already have 13 and more people's in the inner group and also we have like video designer the UI designer and engineer and animation

artist 3d model and game like copywriter and also the data analyst right now I'm going to give you some tips about how to do the creative when you want to go into the east market first of all it's very important is the localization so it's very important to do the enough localization because first I would give you a very short cases in this cases we find out that there are many like high-quality casual game that doing it very well but they didn't do enough on the localization for example like this homicide sport on the app store homepage the translation are not doing enough and also the front design are not suitable for the Chinese people to read so the

user couldn't feel the promise of the game and after we give some advice to their team and do the optimization for them as you can see we change we change the form design and also the layout of the of the slogan and also we just let the character more outstanding from the image it works very well in Chinese market because like the Chinese people most of them are female female user and they really like to see the fine art design of your game and here is another example and this example showed that difference are the cultural differences between two countries like the Japanese slide give a wheel of repairing process in the game I

treat this kind of like game are a popular in Japan however a lack of a chat for the Chinese player so it would be a little bit hard for them to understand how fun it is from the game so after we if we want to in order to achieve the Chinese user we just get rid of the part that can only can can only understood by Japanese while we still remain other like Japanese elements that are actually attractive to the Chinese user especially the female users so it will we keep the very kawaii style and also change the selling point to collecting things because just as trendy said most of the female player in the casual game they will like to spend

money and you know they wanted to clear everything from the from the characters skin to everything like the outfit so it works very well after we change it the in the city are just increased 70 percent okay when it comes to the video park nowadays like Chinese netizens are experiencing the periods of information overload and online content is more than abundant in this kind of environment you need high quality video to stand out from the others and when we talk about the high quality of video we are not just talking about the the high resolution but also the contents let's see this video [Music] [Applause] [Music] [Applause]

we used to like like record the game at your gameplay section to make the advertise vert Iseman material but actually this kind of material are not that popular anymore so like if you can tell a story in a very creative way and combine the reality to the to your game that will be great okay the next one and we also highly recommend you if you wanted to like do this kind of like AR or real people shooting you should find the local at you to do it yeah okay also for the video content is very important you know that you have to use some trendy elements it will change a

log let's see this video [Music] it's very important for you to know waste popular among the Chinese young people and what is the most popular BGM in the video application and also you have to know this kind of mean work so well in Chinese market okay for this one for the next case we can like let me show you first for this game you can

also see there is a trendy elements using on this video it's called like polar scream this one actually when we added this kind of small elements you can see the CDR and IV are extremely increased and this polar screen comes from the Billy Billy the hottest you GC content platform in China and the young younger Chinese people are used to watch video with this kind of polar scream and sometimes they will send their own bollocks comments on it so when we added this element on this video it will be more friendly and acceptable to the Chinese user and one more thing another tips I think you will like more information on one creative because for

the past two years Chinese we we have witnessed the rise of like video content platforms and also the Chinese audience has grown a clear preference for the video contents so there is a competition between the video platform makes in an Internet battlefield for the user attention so in order to win one effective memory is true Umbra more information on one creative we can see here tell us silly you are happier Indonesia and each other to see if I don't think you should attend because you know how to use yeah yeah you can see on this material we we use a lot of elements light of video game

streamer style comments and also we combine the the words and also the we're also the description on in the same time so the audience can get everything he wanted to know at the very short time and also this one very important thing because maybe you can understand why is talking about but there is some words keywords now for example the national tab ranking player that kind of words can simulate there inches in the next part I will talk about the playable ads because now there are another situation in Chinese advertising market there is um the emergence of playable ads this is

because for one thing China's internet environment environment is prepared to welcome a more advanced at advertising form on the other hand just because the casual game are raising in China so let's see the features and the benefit of using this kind of advertising first of all its availability now there are many playable types supported by integral like interactive anchor interactive video and 2d playable and also 3d play both because for the hybrid casual and also casual games some of them are builded in 3d but if you wanted to build it for the light playable it would be like restriction for your sleep so integral we can help you to like reduced to overcome this kind of loss

difficulties here is an example [Music] in this case we build it in the Rio 3d true revive a physical operation experience to the user and the user can try the very original game section in the ad without waiting and also I would like to talk about the benefits and the data for casual games playable as can let audience to have the taste of the most exciting part for the game before they download it so it will bring you the most valuable user so it can

increase that LTV for you and also when we're doing this kind of like playable as it won't light up video materials the playable can be easier to transfer to a different version like changing the character skin and also change different BGM and also you can select or changing the difficulties this kind of changes won't cost you too much like money and also the time so if you're very helpful for you to to test it if in different versions you find the best way yeah in the same time you can also gathering user behavior data from this interactive ads which will give you insight about the habits of local audience and optimize other advertisement materials you can see the next case study

[Music] [Music] okay I don't know whether you you you focus on the first scream the guy with the Asian face actually that can't that face is really famous for the Chinese female audience it's very similar to you en su it's a celebrity so we just select the face and make it outstanding okay here is the process of produced playable

ads in our team we can give you advice for how to I bill up your brief and also we can create a story before you and after we collecting all the game assets we can like deliver the playable as within a week so it won't cost a lot of time for you to like produce this kind of advertisement material okay to recap is very important to do more localization and also show more information on one creative and also use just try the interactive ads yeah and that's all thank you very much it's a one question if not one now in the middle one question you get gifts well

you see that we won't want to open question I gone you need mic hold on a second well you don't fine when you are thinking about our which kind of like technology you wanted to use it like Trudy do I want to build it in 2d or 3d actually it is depending on what kind of light up concept you wanted to show because some of the creative concept you can only do it in 3d it will I show you the the most like a perfect graphic style but some light videogames they have to worry like delicates graphic you

can like dual in the like Internet video it will show you better yeah fantastic also either admit the gif thank you very much thank you very much new stuff [Applause]