Beyond were engaged to drive awareness of the popular mobile phone game ‘Royal Match’ in the UK market. The key word for the campaign was ubiquity, so our aim was to secure high-profile entertainment industry talent to shoot light-hearted special advertising content extolling the virtues and addictive nature of the game. Names secured included Dermot O’Leary, Olly Murs, Simon Cowell, Joel Dommett, Jamie Redknapp, Ott Mabuse, AJ Odudu and Amanda Holden, to name a few.


There was some talent hesitation in promoting the game, but Beyond utilised relationships and credibility to reassure all that they would have creative input into the scripts. Beyond then worked with the client to ensure the talent’s input was factored in, and also quelled any concerns at the level of paid media for the campaign, again thanks to existing relationships.