world of warcraft
The Taiwanese World of Warcraft
Fourteen years after its original release, World of Warcraft reintroduced Wrath of the Lich King in a remastered version. How could we create buzz and reignite players’ passion?
Highlight
Fourteen years after its original release, World of Warcraft reintroduced Wrath of the Lich King in a remastered version. How could we create buzz and reignite players’ passion?
Business Results
900
% Growth
9x increase in average monthly users
Awards record
30
awards
including six international advertising awards such as Cannes Lions
Challenge
With over 18 years of legacy, World of Warcraft faces the challenge of re-engaging players in a fast-moving, competitive market.
Recognizing strong local pride among our audience, we tapped into the shared spirit of World of Warcraft and Taiwan’s Pili Puppetry—both epic, cross-generational fandoms. By recreating iconic game scenes in traditional puppetry and local dialect, we sparked cultural resonance and delivered a truly unique brand experience.
Solution
Partnering with Pili, the most iconic puppet show, World of Warcraft characters and scenes were created using Taiwan’s famous puppet show craftsmanship.
Wrath of the Lich King, a hugely popular story for Warcraft players, was recreated in puppet theater and rewritten with local Taiwanese dialogue.
Result
Business
Original goal:
Quadruple the average monthly users and increase paid subscriptions by 54%.
Actual Achievement:
Achieved a ninefold increase in average monthly users and a remarkable 100% increase in paid subscriptions.
Communication
YouTube Trending Video #12 in 24 hours after published.
Achieved over 134 million exposures and 330,000 clicks, exceeding the expected numbers by three times in both exposure and clicks.
Winning Award: 28 Total Awards
6 global advertising awards, including the 2023 Cannes Lions.
22 Taiwan Advertising Awards, including 3 Grand Prizes and 8 Gold Awards.