B2C Campaign CaseUbisoAssassins in AmsterdamClient Personnel: Marcel KeijBohemia Personnel: Marco de Boer Kyra Roest Tom Lawrence
Situation e hit video game series Assassins Creed by Ubiso will endwith the last installment Revelations. e worldwide launch isscheduled for November 15. e latest game, and indeed the whole Assassins series revolvesaround the mysterious hooded character Altaïr. His ﬁerce look,heavy armour and smooth style is imitated all over the world.
TargetCreate awareness of the launch of Assassin’s Creed Revelations.Happening November 15, 2011.
Target GroupFans of Assassin’s Creed and Hit Buyers,gamers who buy the top 5 most popular gamesevery year.
StrategyNovember 15, 2011 will go down in history as the day theAssassins from the celebrated video game series UbisoAssassin’s Creed mercilessly strike. Literally and ﬁguratively. at day is the o cial Assassin’s Creed release.Gamers live online. To create a hit, hit online. e net is full ofimpersonators of any game character. In the Netherlands therehappens to live one of the best Assassin’s creed look-a-likesgoing around. Bohemia Amsterdam brings the Assassin to life intoday’s Amsterdam. e mixture of rendering and reality willget people posting and sharing.
ConceptIn four short clips the Assassin practices his lethal skills inpresent day Amsterdam. He ﬁnds weapons, clothing andtransport and balances an apple on the head of a minor fortarget practice at the Albert Cuyp. He’s not taking it easyon the public.
ResultsWithin 2 days there were more than 200 thousand hits,with over 100 game sites and blogs writing about the clipsfrom all over the globe. Rewarded with 98% likes andan average of 60 comments per episode, the clips were hotfrom Japan to Brazil. Two days later Bohemia Amsterdam’sAssasins videos hit 300 thousand views and gave usone very happy client.