King - Seriously Playful

  • Amy Taylor
  • Peyton Martin
Consumer AND Careers – King’s inside out brand.

The challenge

King’s success came suddenly. With the launch of their smash hit title Candy Crush in 2012, the decade old business was transformed from a small games company into a major player in the industry. The need for an employer brand arose – one that would not only attract the best talent, but engage and retain an existing workforce adjusting to sudden and drastic change.

The solution

We delivered an EVP that so captured the essence of the business that King has since adopted it as their consumer-facing strapline and brand too. Summed up in the words of Riccardo Zacconi, CEO and Founder, King is: “a serious business that’s not afraid to have fun”. In ours: Seriously Playful.

Read the websites for King and King Campus

The results

A diverse range of work has gone live under the Seriously Playful umbrella. Internal and external campaigns, an award-winning careers website, events and experiential projects, literature and more have all helped to boost attraction (95% increase in LinkedIn followers, 40% increase brand engagement, employee turnover at record 3.3% low). Amongst this, King have brought Seriously Playful to every element of the business, from employee swag to stationary to their consumer-facing brand.

“Seriously Playful is a way of life, it’s us”
Robert Kack, Global Employer Brand Manager


CIPD RMAs 2016 – Best Press Advertisement – Nomination (TBA)
EE 2016 - Best Employer Brand
RADs 2016 – Best Employer Website
RADs 2015 – Best Employer Brand
CIPD RMAs 2015 – Best Employer Brand

Art Director: Simon Taylor
Art Director / Designer: Louise Organ
Copywriter: Amy Taylor