« next generation » standards of gaming create new critical features to highlight for assassin’s creed :
- More social with high degree of peer-cooperation gameplay and customization features.
- New graphic standards & CGI renders.
We decided to emphasize the hero : it’s more than just a character of an historical period, it’s an avatar for every gamer. A suit for those who really want to fight for a greater cause.
Let’s show the world that assassins are hidden
Success of the Campaign
The website reached more than 2 millions visitors in 2 months without any media buy, much beyond the hardcore fan audience from many European countries (France, UK, Italy, Spain, Germany, Russia). The engagement was huge as more than 200 923 avatars have been created and 563 210 users voted for their favorite Assassins within the first week. The experience generated discussions on social media platforms with 127 456 post shared on FB the first week of the launch. 54% of traffic come directly on the website, and the average time spent on the experience was around 5 minutes, much higher than the standard of the category.
The awareness has been accelerated during launch phase by having the fans ruling the streets of major European cities thanks to an outdoor campaign where each character was a real assassin from the digital activation.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The new opus of assassin’s creed allows users to customize the hero at a very granular level & play in a very cooperative way with their peers.
We wanted to showcase those features with a new kind of consumer experience.
The starting point of the campaign was to create a digital platform where everybody could embody their own Assassin to appear in the communication of the brand as a real character in CGI.
The users customized their heroes with more than 5 120 000 possibilities on the digital experience and 1400 of them have been integrated to the Assassin's Creed Unity TV ad realized by the film director, Joseph Kosinski, best known for his computer graphics and CGI work, but also for his major films such as Tron & Oblivion. The customized heroes have also been feature on the print campaign (OOH & press).