Title	THE DIVISION 2 - ECHO
Brand	UBISOFT
Product/Service	THE DIVISION 2 - ECHO GAME
Category	A01. Activation by Location
Entrant	MAKEMEPULSE Paris, FRANCE
Idea Creation	DDB PARIS, FRANCE
Production	MAKEMEPULSE Paris, FRANCE

Name	Company	Position
Alexander Kalchev	DDB	Executive Creative Director
Jenna Haugmard	DDB	Art Director
Jean Weessa	DDB	Art Director
Julien Kosowski	DDB	Copywriter
Geoffroy Sardin	Ubisoft	Advertiser Supervisor
Guillaume Carmona	Ubisoft	Advertiser Supervisor
Cedrick Delmas	Ubisoft	Advertiser Supervisor
Sébastien Ratto	Ubisoft	Advertiser Supervisor
Alexandre Guenounou	Ubisoft	Advertiser Supervisor
Nicolas Rajabaly	makemepulse	Producer
Julien Rault	makemepulse	Head of Production
Marie-Elise Archambaud	DDB	Agency Supervisor
Quentin Grimal	DDB	Agency Supervisor
Carole Gourevitch	DDB	Agency Supervisor
Gregory Bruneau	makemepulse	Producer
Christophe Massolin	makemepulse	Lead Developer

Background

To immerse players in this post apocalyptic world, we developed a chatbot on messenger, using geo-localisation, 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 creative idea

We developed a chatbot on messenger, using geo-localization, and native AR Technology built-in Facebook Camera. We wrote, recorded dialogues with 10 actors and made AR scenes of 50 stories taking places in locations who exists in every city : Banks, schools, pet store, churches, stores, etc. By using a webview who loaded a map, players were able to navigate to the nearest locatios and play AR Stories in their neighboorhood. Discovering Echos unlocked rewards that players were able to use in-game to ensure their survival.

Describe the strategy

In The Division Franchise, ECHOs already exists. It’s a way to tell side stories in game. We used the same form that players loved to create a bridge between their life and the world of The Division 2. We advertise the bot in 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-localisation, and native AR Technology built-in Facebook Camera. We wrote, recorded dialogues with 10 actors and made AR scenes of 50 stories taking places in locations who exists in every city : Banks, schools, pet store, churches, stores, etc. By using a webview who loaded a map, players were able to navigate to the nearest locations and play AR Stories in their neighbourhood. 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.