What’s cool about this
Playrix, the developer of Homescapes, has been the subject of quite a bit of controversy over the past few years because of their misleading advertising. The ads usually feature Austin, a butler who lives at home with his parents, in difficult situations. The game actually is a simple match 3 game and the ads don’t really reflect the game play at all.
This is not one of those ads. It’s a banner ad used in retargeting campaigns to get people to use the app again. The ad features Austin’s cat whom the player names. The cat looks sad. The ad uses basic English that even the person with the most limited knowledge of the English-language can understand. The viewer wants “come back” and click the ad so the cat doesn’t feel sad any more.
At its core, Homescapes is a simple game that doesn’t involve much thought. The marketing team at Playrix, however, put a lot of thought in how to retain their users. This is good example for all marketers on how to do so.