THE WISH

ClientUBISOFT
Category D01. Social Video
TitleTHE WISH
Product/ServiceSTARLINK : BATTLE FOR ATLAS
Entrant UBISOFT Paris, FRANCE
Idea Creation CLM BBDO Paris, FRANCE
Idea Creation 2 PROXIMITY Boulogne-Billancourt, FRANCE
PR CLM BBDO Paris, FRANCE
PR 2 PROXIMITY Boulogne-Billancourt, FRANCE
Production WANDA PRODUCTIONS Paris, FRANCE
Additional Company UBISOFT Paris, FRANCE
Additional Company 2 FRAMESTORE London, UNITED KINGDOM
Additional Company 3 CHUT ON VOUS ECOUTE Paris, FRANCE
Additional Company 4 BOOGIE FILMS Prague, CZECH REPUBLIC
Credits
Name Company Position
Matthieu ELKAIM BBDO PARIS CHIEF CREATIVE OFFICER
Benjamin DESSAGNE CLM BBDO EXECUTIVE CREATIVE DIRECTOR
Stéphane SANTANA CLM BBDO EXECUTIVE CREATIVE DIRECTOR
Clément DANTZER CLM BBDO CREATIVE
Quentin KIENTZ CLM BBDO CREATIVE
Julien SANSON BBDO PARIS HEAD OF PRODUCTION
Morgane BOHN BBDO PARIS AGENCY PRODUCER
Cécile CAUSSAT BBDO PARIS AGENCY PRODUCER
Emmanuel DEVEZEAUX DE RANCOUGNE PROXIMITY PARIS VICE PRESIDENT
Nicolas CARLOTTI BBDO PARIS GROUP ACCOUNT DIRECTOR
Lucie LAVRARD CLM BBDO ACCOUNT MANAGER
Anais COURBEZ CLM BBDO ACCOUNT MANAGER
Betty BERTRANT CLM BBDO POST PRODUCER
Nicolas ORSONI PROXIMITY PARIS PLANNING DIRECTOR
Dan DIFELICE WANDA DIRECTOR
Perrine SCHWARTZ WANDA EXECUTIVE PRODUCER
Yannick LE BOT WANDA LINE PRODUCER
Vanessa KOSCIANSKI WANDA POST PRODUCER
Steve ANNIS LUX ARTISTS DOP
Christopher GRAY FRAMESTORE POST PRODUCER
Tim JENKINSON FRAMESTORE 3D LEAD
Leo COSTA FRAMESTORE 2D LEAD
Simon BOURNE FRAMESTORE GRADER
Jamie FOORD ROCK PAPER SCISSORS EDITOR
Luke ATENCIO CHUT ON VOUS ECOUTE MUSIC COMPOSER
Geoffroy SARDIN UBISOFT SALES AND MARKETING PRESIDENT
Guillaume CARMONA UBISOFT VICE PRESIDENT MARKETING
Sarah MOISON UBISOFT MARKETING ASSOCIATE DIRECTOR
Justine TOXE UBISOFT BRAND MANAGER

Background

Starlink Battle for Atlas - the new Ubisoft game - is an open-world space adventure, in which gamers can play in a unique way: each battleship can be controlled via a realistic « modular toy reproduction ». With this new game mode bridging virtual & real world, imagination and creativity have the driving seat as gamers are able to switch weapons, battleships or pilots right from the controller, impacting in real time their game avatar. The brief: make sure this breakthrough innovation enabling a unique gaming experience, will not overshadow the epicness of the game’s space adventure. The challenge: reminding all gamers that nothing is more inspiring than the space immensity.

Describe the strategy

To launch this game we choose a 100% Digital approach leveraging everyone’s desire to explore space: the kids and their parents as well. The only way to reach this double audience was to give them the same level of entertainment and excitement a family space movie could give them: that’s why we created a short movie (lasting more than 2 minutes) in order to offer them a compelling story with enough tension. A Digital film was the most relevant approach as it was our only opportunity to reach young players and their parents with the same content, something a TVC or any Print campaign would never have achieved.

Describe the execution

On every video platform, we took the audience on a cinematic journey inspired from the great science fiction films, where storytelling is king. In the digital film “The Wish”, worlds meet, reality merges with imagination and players find themselves facing their own interpretation of the story, calling on the film’s promise: “Give your imagination some space”. This film was used in more than 20 countries worldwide and translated in 10 languages.

List the results

This Digital launch, that was meant to reach the young players and their parents as well, succeed in making them considering playing this game. The sales forecast of the game on most device are very positive despite the fact that the big sales of the holiday season haven’t started yet. This campaign also had a very good level of completion on YouTube and a good engagement rate on Facebook, which is a true performance for a “more than 2 minutes” format.