MY LIFE AS A NPC

Short List
ClientUBISOFT
Category I04. Social Behaviour & Cultural Insight
TitleMY LIFE AS A NPC
Product/ServiceASSASSIN'S CREED
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Production MAKEMEPULSE Paris, FRANCE
Production 2 PRESS PLAY ON TAPE Paris, FRANCE
Production 3 THE Paris, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Alexis Benbehe DDB Paris Creative Director
Pierre Mathonat DDB Paris Creative Director
Julien Beuvry DDB Paris Art Director
Sonia Dos Santos DDB Paris Copywriter
Marie-Elise Archambaud DDB Paris Agency Supervisor
Olivier GUILLEROT DDB Paris Agency Supervisor
Guillaume CARMONA Ubisoft Marketing Director
Clément PREVOSTO Ubisoft Director Media & CRM
Valentin Meyer Ubisoft EMEA Brand Manager
Nicolas Rajabaly makemepulse Producer
Frédéric Boyer makemepulse Producer
Antoine Ughetto makemepulse Producer
Julien Rault makemepulse Producer
Francois Cavalin makemepulse Producer
Loic Bénart Studio Press Play On Tape Sound Producer
Martin Sumeire THE Sound Producer

Background

When you have to communicate on an adventure game like Assassin’s Creed Odyssey, you often emphasize on the hero, the villain or the amazing landscape you will explore. But when you have done that for more than 15 years on your most important licenses, how do you keep gamers excited? Ubisoft asked us to rejuvenate their target for the launch of Odyssey, the new game of their Assassin’s creed license and keep the audience attracted by their license in a very competitive market were gamers don’t buy more than 2 games per year.

Describe the strategy

To rejuvenate the Ubisoft’s target for the launch of the new Assassin’s Creed Odyssey and keep the gamers excited, we targeted a large scale of gamers, the one who knows the license since ages and a new generation of players. We concentrated our communication where the gamers talk, and fight about which games is the best: The social network. With MY LIFE AS A NPC, we change the tone of gaming communication and communicate for one week, on Ubisoft’s Facebook and Instagram accounts, the way people do on social networks. But this time, we did it from the point of view of virtual people living in the game, which is like breaking the fourth wall of gaming.

Describe the execution

Through a virtual casting all over the Ancient Greece, we select a courtesan, a spartan, a potter, a shepherd, and dozens of NPCs from Assassin’s Creed Odyssey. Then, we have brought them to life thanks to a new mocap animation technology. We shape their personalities, their attitudes and their expressions to make these characters larger than life. For one week, they took over Ubisoft’s Facebook and Instagram accounts to create a “laughing out loud snackable campaign”. MY LIFE AS A NPC was launched in October 17th 2018. 10 days after the Assassin’s Creed release, in order to push the sales during a period where there was a big word of mouth around this video game.

List the results

The results are nothing more than the best social campaign ever made for Ubisoft with an all-time high engagement rate (+138%) from the gamers. MY LIFE AS AN NPC get an organic reach on Facebook (3,7M) and Instagram (2,5M). Launched in 20 countries, each one adapted our videos and kept posting 3 stories every day for a week. It’s a best case for the brand because we have generated a lot of conversations, positive for 80% which is quite unusual for a communication of video game and not bad for characters that usually nobody cares about.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

MY LIFE AS AN NPC is a social campaign in which dozens of Non Playable Characters from Assassin’s Creed took over Ubisoft’s Instagram and Facebook to tell us what their life in the game looks like in a funny, quirky and offbeat way. Through their stories, gamers can realize what a shepherd feel when a player mows down his herd of goats, learn more about a spartan who can’t never take his helmet off, or care about a pissed-off potter who can’t bear the hero’s behaviour anymore. For once, we focused on the extras of the game, the virtual people that no one really cares about had their say for the first time.