2021 Social & Influencer

THE WORLD'S MOST BEAUTIFUL GAMING EXPERIENCE

TitleTHE WORLD'S MOST BEAUTIFUL GAMING EXPERIENCE
BrandUBISOFT NORDIC
Product/ServiceASSASSIN'S CREED VALHALLA
Category D06. Breakthrough on a Budget
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
Credits
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 Social & Influencer?

The main driver for this activity was social organic engagement and sharing. From Ubisoft's side the campaign was meant to be a social activity to further power the overall launch campaign. The core idea was to create something so beautiful and relevant that people would enjoy consuming it, which is the actual concept of social media communication.

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 (30% 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 strategy (20% 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 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 and their social channels. In addition we got several of the local tourist organizations and viking museums on board with sharing this. The icing on the cake came in the form of MSI Global, the company that lent us the computer, agreeing to share this world wide in all their social channels. The entire activity was 100% organic, and we had zero budget for paid reach, which is why our entire strategy was based on the content being good enough to be shared, both externally and internally. The activity was originally just meant for Ubisoft Norway, but we managed to hit the nail on the head content-wise, and as such Ubisoft spread this in several other markets as well.

List the results (30% of vote)

Total reach: 43 million Social Engagement: 200 000+ Social reach: 34,5 Million. The reactions in general was highly positive, both internally in Ubisoft and externally in press and Social media. There were several call-outs in social media as well, where people were tagging competitors of Ubisoft and saying that they can't top this. The game sat a new record as the most sold Assassin's Creed game ever during the launch week.