Title	THE WORLD'S MOST BEAUTIFUL GAMING EXPERIENCE
Brand	UBISOFT NORDIC
Product/Service	ASSASSIN'S CREED VALHALLA
Category	D03. Launch / Re-launch
Entrant	PR-OPERATØRENE Oslo, NORWAY
Idea Creation	PR-OPERATØRENE Oslo, NORWAY
Media Placement	PR-OPERATØRENE Oslo, NORWAY
PR	PR-OPERATØRENE Oslo, NORWAY
Production	PR-OPERATØRENE Oslo, NORWAY
Production 2	KITE KOMMUNIKASJON EVENT Oslo, NORWAY
Post Production	PR-OPERATØRENE Oslo, NORWAY
Post Production 2	KITE KOMMUNIKASJON EVENT Oslo, NORWAY

Name	Company	Position
Eivind Hammer Myhre	PR-operatørene AS	Lead
Simon Bentsen	KITE Kommunikasjon Event	Project manager
Steffen Walstad	KITE Kommunikasjon Event	Director of Photography
Caroline Hording	PR-operatørene AS	Creative

Why is this work relevant for PR?

The campaign idea was based on earned media through and through. The bottom line strategy was to create content that was strong enough and relevant enough to create 100% organic traction. In addition we believe the core idea of this project is top tier, and the execution just as good. We managed to garner an unheard of reach when you compare it to our small budget, furthermore the campaign was based out of Norway, a smaller country, and with the main pull, both internally and externally was Nordic.

Background

In November 2020 Ubisoft was planning to launch the newest title in the world-famous Assassin’s Creed game series; Valhalla. The games location is in Norway, and Ubisoft asked us to produce an idea to launch this in true Viking style. Traditional game launches, believe it or not, is usually done in real life. The challenge this time was how do we help launch a game completely digitally, on a very tight budget. The goals were simple, create as much attention as possible around launch, and create something that everyone, also those not previously familiar with the game series, could enjoy.

Describe the creative idea (20% of vote)

We wanted to once and for all win the competition (which is an established trend in gaming) of "Who can create the most beautiful gaming set-up". That is how we came up with the idea: To create the world’s most beautiful gaming experience, in the world’s most beautiful place, Norwegian nature. And you can not create a great gaming experience without RGB-lighting (this is an established fact in the gaming environment). What would be the world’s most beautiful RGB-lighting you ask? The Northern lights of course. We set out to create a fully operational PC setup outside in the frigid and beautiful Lofoten Islands, far to the north of Norway in the very spot were parts of the actual game is based.

Describe the PR strategy (30% of vote)

The insight was that gamers very often compete to create the best looking set-up, often themed, in their gaming rooms. Our take was that this particular game, which is absolutely stunning to look at by the way, deserved a gaming "room" on the same scale. The key message was that the game looks so good, that you will imagine that you are in the most beautiful place on earth, Lofoten, Norway. The target audience was gamers, particularly in the Nordics. Both existing fans of the game series, but also potential new players. We travelled (even the Creative Director) up to the ice cold Northern Norway peninsula of Lofoten, which has several times been named the worlds most beautiful place. There we set up a gaming rig (which cost more than our entire budget), and waited for the elusive Northern lights. And boy did we find it.

Describe the PR execution (20% of vote)

We worked quickly and 100% earned on this. We began close to home, by pitching the story to the Norwegian Tourist Organization, as well as local media in Norway. We then started the process of contacting larger international media, and hit the jackpot when large international gaming media picked up on the story. In addition to this, MSI global, the computer brand, shared the video and picture. The scale was small on the agency side, the budget being rather small We were two consultants working on PR, and our timeline was very short. We basically only had a week, from the 23rd November to the 30th.

List the results (30% of vote)

Total reach: 43 million Social Engagement: 200 000 Media reach: 8,5 Million. The media outputs were all both covering the activity in itself and why it was done. As such the client both got credit for doing very cool activity, but it also spoke about the game itself looking almost as good. There were absolutely zero negativity, and all the articles were in depth, except a few. The reactions in general was highly positive, both internally in Ubisoft and externally in press and Social media. One of the larger media that covered this (TheGamer.com) even called out a competitor to say that they possibly couldn't top this. The game sat a new record as the most sold Assassin's Creed game ever during the launch week.