Title	ENEMY FRONT W HOUR
Brand	CI GAMES
Product/Service	ENEMT FRONT (VIDEO GAME)
Category	A08. ORIGINAL GAME OR USE OF GAMING
Entrant Company	McCANN WORLDGROUP Warsaw, POLAND
Contributing Company	McCANN WORLDGROUP Warsaw, POLAND
Production Company	DELAPOST Warsaw, POLAND

Name	Company	Position
Jacek Szulecki	Mccann Worldgroup Poland	Executive Creative Director
Szymon Szymanski	Mccann Worldgroup Poland	Managing Director
Lukasz Kotlinski	Mccann Worldgroup Poland	Art Director
Iza Przepiorska/Kotlinska	Mccann Worldgroup Poland	Copywriter
Mateusz Jankowski	Mccann Worldgroup Poland	Art Director
Agnieszka Wichracka	Mccann Worldgroup Poland	Account Director
Pawel Trocinski	Mccann Worldgroup Poland	Account Executive
Bartek Klus	Mccann Worldgroup Poland	Account Executive
Anna Gonera	Mccann Worldgroup Poland	Strategy Planner
Edyta Wierciak	Mccann Worldgroup Poland	Agency Producer
Magdalena Kieferling	Mccann Worldgroup Poland	Communications Director
Blazej Krakowiak	CI Games	Pr Director
Marek Tyminski	CI Games	Chairman Of The Board
Wojciech Jezowski	Black Rabbit	Director

The Campaign

In Poland communication based on branded content is mainly used in situations when Polish law prohibits advertising certain categories of products. Our campaign Enemy Front was carried out in order to focus attention of customers from all over the world on the product. The deliberate stopping of the game was in itself branded content, as also was the microsite where the documentary film was branded with the name of the game as well as the manufacturer.

Results

On that day in 1944 an uprising broke out in Nazi occupied Warsaw. For 2 months the citizens of Poland’s capital fought for their freedom and for their city. Warsaw Rising was the largest resistance action of World War II. But… people from other countries know very little if anything about the Warsaw Rising and how important it is for Poles. Even those around the world playing a new video-game called Enemy Front, which is set during the Warsaw Rising. We decided to change this and spread awareness among our gamers, that the Warsaw Rising was a real historical event, not just a virtual one. The idea was simple: At exactly the same moment when Poles stop on the streets to honour the heroes – WE STOPPED THE GAME. A special patch uploaded a few days earlier caused the virtual action in Enemy Front to freeze for a minute. Gamers were directed to special site where they could watch a short documentary about the Warsaw Rising. They also had a chance to honour the heroes through social media. Thanks to this campaign, for the first time, thousands of people around the world honoured the memory of the heroes of the Warsaw Rising. And for those players returning to the game at 17:01 - IT WAS NO LONGER JUST A GAME.

At exactly the same moment when Poles stop on the streets to honour the heroes of Warsaw Rising – WE STOPPED THE GAME. A special patch uploaded a few days earlier caused the virtual action in Enemy Front to freeze for a minute. Gamers were directed to special site where they could watch a short documentary about the Warsaw Rising.

Thanks to a patch uploaded a few days earlier, on the first of August at exactly 17:00 (the same time that Poles stop in the streets to honour the heroes of the Uprising) we stopped the gameplay in „Enemy Front”. Gamers were redirected to a website containing a short documentary film about the Uprising and were also invited to honour the heroes via Fb. Through this we generated over 500 000 confirmed reach in social media in first 8 hours. Over 50 000 people from 124 countries visited our website.