| Title | ASSASSIN’S CREED: UNITY |
| Brand | UBISOFT |
| Product/Service | VIDEO GAME |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
Entrant Company
|
SID LEE Paris, FRANCE
|
|
Advertising Agency
|
SID LEE Paris, FRANCE
|
Credits
| Sylvain Thirache |
Sid Lee Paris |
Executive Creative Director |
| Johan Delpuech |
Sid Lee Paris |
Managing Partner |
| Stephane Soussan |
Sid Lee Paris |
Creative Director/Art Director |
| Celine/Clement Mornetlanda |
Sid Lee Paris |
Creative Director/Copywriters |
| Thomas Laget |
Sid Lee Paris |
Head Of Production |
| David Bismut |
SID LEE Paris |
Digital Production Director |
| Romain Hetzel |
Sid Lee Paris |
Digital Producer |
| Bruno Lee |
Sid Lee Paris |
Account Director |
| Yael Guetta |
Sid Lee Paris |
Account Manager |
| Joseph Kosinski |
ICONOCLAST |
Director |
| Nicolas Lhermitte |
ICONOCLAST |
Executive Producer |
| Matthieu Lauxerois |
ICONOCLAST |
Vfx Producer |
| Tim Miller |
BLUR/RESET |
Creative Director |
| Tiffany Webber/Dave Morrison/Al Shier |
BLUR/RESET |
Producers |
| Brandon Riza/Darren Butler |
BLUR/RESET |
Fx/Cg Supervisor |
| Warren Grubb/Derron Ross |
BLUR/RESET |
Animation Supervisor |
|
ICONOCLAST DIGITAL |
Digital Production Company |
|
KOUZ Production |
Sound Design Arrangement |
|
SIZZER |
Sound Synchronisation |
| Guillaume Carmona/Gwenn Berhault/Clement Prevosto/Sebastien Ratto |
Ubisoft Emea |
Emea Brand Marketing |
The Brief
Create a campaign for Assassin’s Creed Unity that sets « next generation » standards of gaming :
- more social with high degree of peer-cooperation gameplay and customization features.
- New graphics standards & CGI renders.
A product that should be appealing for a more mainstream audience.
Describe how the promotion developed from concept to implementation
Let’s truly empower the gamers & make them own the most iconic material of the brand : the hero.
Describe the success of the promotion with both client and consumer including some quantifiable results
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. 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, the average time spent on the experience was higher than the standard of the category.
Explain why the method of promotion was most relevant to the product or service
1- 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.
2- OOH exposure for the most popular assassins of the digital platform in 4 european countries.