| Title | ECHOS |
| Brand | UBISOFT |
| Product/Service | TE DIVISION 2 |
| Category |
B03. Social for Mobile |
|
Entrant
|
DDB PARIS, FRANCE
|
|
Idea Creation
|
DDB PARIS, FRANCE
|
|
Production
|
MAKEMEPULSE Paris, FRANCE
|
|
Production 2
|
PRESS PLAY ON TAPE Paris, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Executive Creative Director |
| Jenna Haugmard |
DDB Paris |
Art Director |
| Jean Weessa |
DDB Paris |
Art Director |
| Julien Kosowski |
DDB Paris |
Copywriter |
| Marie-Elise Archambaud |
DDB Paris |
Agency Supervisor |
| Quentin Grimal |
DDB Paris |
Agency Supervisor |
| Carole Gourevitch |
DDB Paris |
Agency Supervisor |
| Alban 404 - |
- |
Resident Gamer |
| Geoffroy Sardin |
Ubisoft |
Senior Vice President Sales and Marketing |
| Guillaume CARMONA |
Ubisoft |
Marketing Director |
| Cedrick Delmas |
Ubisoft |
Advertiser Supervisor |
| Sébastien Ratto |
Ubisoft |
Advertiser Supervisor |
| Alexandre Guenounou |
Ubisoft |
Advertiser Supervisor |
| Nicolas Rajabaly |
makemepulse |
Producer |
| Julien Rault |
makemepulse |
Producer |
| Grégory Bruneau |
Ubisoft |
Producer |
| Loic Bénart |
Studio Press Play On Tape |
Sound Producer |
Background
In the game The Division 2, the world has collapsed.
A smallpox hybrid virus has decimated a great part of mankind.
Every source of information is shut down.
Describe the creative idea
To immerse players in this post apocalyptic world, we developed a chatbot on messenger, using geo-localization, and native AR Technology. We called it ECHO. 50 A.R Stories linked to site-specific locations such as restaurants, schools or banks. Each story let you be the witness of what could have happened in your neighbourhood if The Division 2 events became true.
Describe the strategy
In The Division Franchise, ECHOs already exist.
It’s a way to tell side stories in game. Players love to create bridges between their life and the world of The Division 2. We advertise the bot on Facebook to gamers that already played The Division, or could be interested by the game.
Describe the execution
We developed a chatbot on messenger, using geo-localization, and native AR Technology built-in Facebook Camera. We wrote and recorded dialogues with 10 actors and made AR scenes of 50 stories taking place in locations which exist in every city : Banks, schools, pet store, churches, stores, etc. By using a webview that loaded a map, players were able to navigate to the nearest locations, and play AR Stories in their neighboorhood. Discovering Echos unlocked rewards that players were able to use in-game to ensure their survival.
List the results
Thanks to Google Places data, ECHOs were visible in hundreds of millions places and available in 160 countries. In less than two weeks, more than 300 000 users played 1.2 million ECHOs, watching 8300 hours of A.R content, making ECHOs one of the most impactful and wide-spreading AR content projects.