Telling a story of destiny through an emotion-led game launch
ANBU activated KOL/KOC, social and launch content to introduce Nguyệt Mộng's historical-fantasy world to Vietnamese gamers.
Results
Project context
For the Vietnam launch, ANBU shaped communications around three product strengths: emotional historical-fantasy storytelling, distinctive characters and tactical card gameplay. The campaign built a continuous journey from awareness and curiosity to game discovery.
Guiding insight
Nguyệt Mộng offered several attractive layers, but communications could easily fragment across story, fashion and strategy. Choice and destiny became the unifying thread, giving narrative fans, visual explorers and tactical players different reasons to enter the same world.
Challenge
The challenge was larger than introducing another card RPG: communications had to express three layers at once — emotional political drama, deep character relationships and tactical gameplay. The message needed enough romance for anime, historical-fantasy and fashion audiences while remaining strategically credible to RPG players.
Solution
ANBU built the campaign around “The vow is made, destiny begins,” selecting KOL/KOC across anime, historical-fantasy and gaming audiences while developing briefs, content pillars and a phased social calendar. Reviews, character stories, team guides and community activations formed one launch narrative, amplified through PR and gaming conversations.
What we did
From insight to execution, every workstream was designed to play a specific role in the launch and growth journey.
- 01Built the big idea and message system around vows, choices and destiny
- 02Structured content for four needs: story, characters, fashion and strategy
- 03Turned five central nobles into character profiles, interactions and discussion themes
- 04Connected pre-registration, launch day and post-launch through an always-on calendar
- 05Designed approachable team, PvE/PvP and community content
The lasting idea
A game world becomes memorable when every asset expands one shared promise. The character system and destiny theme kept communications consistent across teaser, launch and post-launch phases.
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