Title	NOSULUS RIFT
Brand	UBISOFT
Product/Service	VIDEO GAME DEVELOPER AND PUBLISHER
Category	C09. Use of New Technology
Entrant	BUZZMAN Paris, FRANCE
Idea Creation	BUZZMAN Paris, FRANCE
Idea Creation 2	PRODUCTMAN Paris, FRANCE
PR	BUZZMAN Paris, FRANCE
Production	LES IMPRODUCTIBLES Paris, FRANCE

Name	Company	Position
GEOFFROY SARDIN	UBISOFT	Senior Vice President Sales & Marketing, EMEA
GUILLAUME CARMONA	UBISOFT	VP, Marketing, EMEA
FRANCOIS-XAVIER DENIELE	UBISOFT	Associate Director, Marketing, EMEA
LOUIS TRUPIN	UBISOFT	Brand Manager, EMEA
VALENTIN PASQUIER DESVIGNES	UBISOFT	Digital Marketing Manager, EMEA
THOMAS BEAUFILS	UBISOFT	PR Manager, EMEA
GEORGES MOHAMMED-CHERIF	PRODUCTMAN / BUZZMAN	President & Executive Creative Director
THOMAS GRANGER	PRODUCTMAN / BUZZMAN	Vice-president
FRANCOIS PHAN	PRODUCTMAN / BUZZMAN	Head of Digital & Innovation
THOMAS CECCALDI	PRODUCTMAN	Development Officer
LOUIS AUDARD	PRODUCTMAN /BUZZMAN	Creative Director & Artistic Director
TRISTAN DALTROFF	PRODUCTMAN / BUZZMAN	Creative Director & Copywriter
VALENTIN SQUIRELO	PRODUCTMAN	Ingineer Hardware - Hackerloop
CONSTANTIN CLAUZEL & CHARLES PASSET	PRODUCTMAN	Software Developer - Hackerloop
BENJAMIN SABOURIN & NICOLAS MARQUIS	PRODUCTMAN	Industrial Designer - OVA Design
ISABELLE FERRAND & SARAH BURRI	PRODUCTMAN	Nose and Chimist - Cinquième Sens
NEUVIÈME PAGE	NEUVIÈME PAGE	Digital Studio
JULIEN LEVILAIN	BUZZMAN	Associate Director
JENNYFER ARDUIN	BUZZMAN	Artistic Director Assistant
THOMAS CROUZET	BUZZMAN	Account Director
CLEMENT SCHERRER	BUZZMAN	Senior Strategic Planner
SAMIR SEMAOUNE & CHRISTELLE PEREIRA & SOUFIANE LAHLOU	BUZZMAN	Digital producers
VANESSA BARBEL	BUZZMAN	Head of TV Production
BENOIT CROUET	BUZZMAN	Production manager
JULIEN SCAGLIONE	BUZZMAN	Head of Social Media
LORIS BERNARDINI	BUZZMAN	Social Media Manager
YANN GIRARD	LES IMPRODUCTIBLES	Executive Producer
AURELIE CHEVALIER	LES IMPRODUCTIBLES	Head of Production
BENOIT PÉTRÉ	BENOIT PÉTRÉ	Director
AMELIE JUILLET & CLARA BASCOUL-GAUTHIER	BUZZMAN	PR & Communication Managers

The Campaign

The Nosulus Rift is a device specifically created to enhance the South Park: TFBW experience during gaming conventions. To develop the Nosulus Rift, we’ve collaborated with a team composed of hardware and software engineers, designers and perfume specialists. By inserting an inaudible soundwave (that only the mask can detect) in the fart sound FX of the game, the Nosulus knows when to trigger the smell. Thus, whenever the player activates the New Kid’s fart in the game, he triggers the fart smell in the device. From a design perspective, we were inspired by all the VR trends and our main concern was to create an ergonomic and comfortable product in order to immerse the players in the game. Regarding the odor, we were able, after 25 attempts, to create the “universal fart” smell. Finally, we’ve had the agreement of Oculus reagarding the naming

Execution

The first step was the creation of a proof of concept. Afterwards, we’ve built the Nosulus Rift as a product that could be sold : all materials used (plastic, aluminium and plexiglas) are in compliance with EU regulations and industry standards. To date, there are 25 Nosulus around the world that were built in less than two months. All the masks were made in France. These devices are available for testing during several gaming conventions around the world. It all started in August during Gamescom which is the biggest convention in Europe (350,000 visitors). After, the Nosulus was in Seattle for the PAX West fair (approx. 70,000 visitors) and in Birmingham for EGX (approx. 75,000 visitors). The journey of the Nosulus will last until the launch of the video game which has been postponed to end of Q1 2017. Next step is the Paris Games Week (approx. 300,000 visitors).

The Nosulus Rift campaign is a massive success. Indeed, over 10,000 people have tested the device worldwide. But the number of people who have heard about the Nosulus is much higher. Here are the key figures : - Almost 6M people have seen the commercial - Between the launch of the commercial and the end of Gamescom, almost 500,000 people have visited nosulusrift.com - The PR media coverage was amazing: in total, 693 articles coming from 59 countries talked about the campaign. Among them, 60 were edited on major media brands : BBC, TF1, Mashable, Vice, IGN, The Independent, Die Zeit, … - Several YouTube celebrities such as PewDiePie posted a video using the Nosulus. Brought together, these videos were seen by over 10M people - There has been 17k tweets with a potential reach of 117,12M people But what’s most impressive is that there wasn’t any media buy !

The Situation

Nosulus Rift is the first virtual fart simulator which allows players to enjoy South Park : The Fractured But Whole in the most immersive way possible. The product was launched without any media. Yet, the PR media coverage was amazing: 693 articles coming from 59 countries talked about the campaign and 60 were edited on major media brands : BBC, Mashable, Vice, … Moreover, several YouTube celebrities have posted a video using the Nosulus (over 10M views). Even better, the Nosulus was considered by Jason Rubin (head of content at Oculus) as « a moment of pride for Oculus »

The Strategy

Our objective was to target a broader audience than just the South Park fans. This meant targetting all kinds of gamers, video games fans and geeks who go to gaming conventions in order to test all the new games before their release. Therefore, it was obvious that the Nosulus Rift had to be available on the Ubisoft booth at all the gaming conventions prior to the game’s launch. The Nosulus Rift was first available for testing at Gamescom. In order to let people know about this event, we’ve launched a commercial of the Nosulus a few days before the opening of Gamescom. This ad went viral in a few hours and the #Nosulus spread quickly. Therfore, loads of people came to test the Nosulus and talked about it in social media. After this first success, the Nosulus Rift travelled from one convention to another always meeting with great success.