B2C Campaign CaseUbisoftJoin or DieClient Personnel: Marcel KeijBohemia Personnel: Marco de Boer Kyra Roest Tomas Rouw
SituationThe hit video game series Assassins Creed byUbisoft launched the third sequence. In AC3 thenew character is the half-blooded Native-American Connor. The worldwide launch isscheduled for October 31, 2012.
TargetCreate awareness of the new Assassin’s Creed.
Target GroupFans of Ubisoft’s Assassin’s Creed Series andHit Buyers, gamers who buy the top 5 mostpopular games every year.
StrategyIn collaboration with Ubisoft Nederland, theassignment for Bohemia Amsterdam is to providethe client with the communication around thepre-order aspect of the game.The activation campaign aims to catch theattention of both ‘specialized’ and ‘mainstream’target group.We chose to stay in line with the ﬁrst series butmove to a new location.
ConceptThe new Assassin’s Creed leads us to North-America at the time of the American Revolution.It’s a totally new game with a new Hero in a newSetting. With new Features, a new World andnew Rules. In other words; New Circumstancesthat needs ‘getting used to’.In this follow-up on the series for AC Revelationswe have Connor facing these new circumstances.He has to chose: Join or Die.
ResultsIn the ﬁrst weekend the videos has been watchedby 30.000 Dutch viewers. Despite the IP countryblock by Ubisoft International the videos werealready going worldwide through other Youtubeusers the same day of the press launch.