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  • SUB CATEGORY :
    AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • TITLE :
    HELL STATION
  • BRAND :
    DIABLO IV
  • ADVERTISER :
    BLIZZARD ENTERTAINMENT
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CREATIVE DIRECTOR :
    JONGMIN KIM
  • ART DIRECTOR :
    SUBIN JI/SUNTAECK KIM/MINJI CHANG
  • COPYWRITER :
    SUKKYUNG KANG/JAEEUN JEONG
  • DIGITAL CAMPAIGN DIRECTOR :
    JINHEE KIM
  • DIGITAL CAMPAIGN PLANNER :
    EUNA CHO/JUSEUNG AHN/NAYOUNG MOON
  • ACCOUNT DIRECTOR :
    BOHYUN HAN
  • ACCOUNT EXECUTIVE :
    STEVEN HO HYUCK HAN/KYUNGHO LEE
  • STRATEGIC PLANNING DIRECTOR :
    YONGWOO CHO/GYUTAE HONG
  • MEDIA AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • MEDIA PLANNING DIRECTOR :
    JIHEE KIM
  • MEDIA PLANNER :
    HYEONJUN KIM/YUJIN JUNG
  • PR AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • FILM PRODUCTION COMPANY :
    BMT, SEOUL
  • EXECUTIVE PRODUCER :
    SEONGKEUN YOO
  • FILM PRODUCER :
    TAEHYUN KIM
  • OTHER FILM PRODUCTION CREDITS :
    SANGHOON DHO/HYUNHOO YUN/BYUNGMOO PARK/
    KWANGHEE AHN/GIHYUN CHO/HALIM KIM/INSOO PARK/
    SUNGAP KIM/HYEJIN OH
  • CAMPAIGN SUMMARY :
    In the 2000s, the Diablo series gained phenomenal popularity
    in South Korea. However, when Diablo IV was set to launch in 2023, the gaming market was dominated by small scale and simple yet easy-to-play mobile games. Therefore, Blizzard Korea needed a compelling strategy to attract mobile game players.
    To create buzz and deliver the most powerful message that will resonate with the target audience before the release of Diablo IV, Blizzard Korea decided to reproduce the game's main world, ‘Hell’, in real life.
    Given that 70% of mobile game players use the subway, Blizzard Korea created ‘Hell Station’ on the abandoned platform of Yeongdeungpo Market Station, which was left dormant for more than 30 years after Seoul Metropolitan Subway redesigned its routes in the 1990s.
    Precisely capturing the in-game universe through Hell Station, Diablo IV delivered an immersive experience and successfully INCREASED THE INTEREST AND ENGAGEMENT OF MOBILE GAMERS.
    IT ACHIEVED A 93% INTENT TO PLAY AND RANKED AS THE 2nd most popular game in internet game room within 7 days.
  • CREATIVITY/IDEA/INSIGHT :
    Korea's younger generation passionately engages with various brands, including fashion, food, and games, through experiential spaces like pop-up stores. If the value of an experience is guaranteed, they tend to become enthusiastic fans of new or rare brands, making purchases based on their brand loyalty. Leveraging such insights, Diablo IV aimed to attract the experience-seeking target audience by creating Hell Station, reproducing the game’s main world ‘Hell’ in real life at
    the abandoned subway station.
  • STRATEGY :
    The subway, where over 70% of mobile gamers play games and annual ridership is 1.7 billion, proved to be the best location to attract the target audience. Through collaboration with the Seoul Metro,
    Diablo IV transformed a station that abandoned for over 30 years into a marketing experiential space that brings the universe of Diablo IV into the real life. The transformation leads to the influx of subway mobile game users by successfully conveying a sense of both fear and curiosity, bringing forth the Hell to the subway, the most familiar space used daily.
  • EXECUTION :
    Hell Station’ which brought the game’s universe to life included
    the Cultist Refuge, Altars of Lilith, and the Altar of Cleansing,
    in the forbidden space of a ghost subway station. Users who experienced
    the unrealistic hell beneath the familiar subway station were immersed
    in the world of Diablo IV, as if they were one of the game’s characters.
    Various content including pseudo-documentaries, influencer videos,
    VR contetns, microsites, and digital billboards were created for the fans
    who were unable to experience the ‘Hell Station’ in person, building hype around Diablo IV both online and offline.
  • RESULT :
    -Total Number of Hell Station Participants more than 200,000 people
    -Total Earned Media View 11,452,965
    (*News media, Youtube, social media combined)
    -Ranked 2nd Most Popular Game in internet game room in 7 days
    -News Reports Including KBS and OBS + 130
    -Naver’s Monthly Search Volume for Yeongdeungpo Market Station increased by 310%
    -Intent to Play Diablo IV 93%