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CREATIVE CAMPAIGN APPROACH
Product review: God of War
Elphege Kolingba
Thoughts & ideas process are mine, please do reference me when used
GOD OF WAR IS A
ACTION-PACKED ADVENTURE GAME
SET IN THE INTRIGUING AND VISUALLY STUNNING WORLD OF NORSE MYTHOLOGY
THAT’S FUN FOR ADVENTURERS
AND FEATURES THE BOND BETWEEN A FALLEN GOD AND HIS SON
ABOUT THE GAME...
● World of Norse Mythology
● Tale between a fallen god and his son
● Cutting-edge visual
● More personal experience
AND ITS CORE PILLARS
TARGET AUDIENCEWHO ARE WE TALKING TO?
● PRIMARY TARGET
Mid-core Action / Adventure gamers (console + PC)
18-34 y.o
● SECONDARY TARGET
Mid-core Rpg gamers (console + PC)
12-34 y.o
TARGET AUDIENCE
● PRIMARY TARGET
Action / Adventure gamers (console + PC)
● SECONDARY TARGET
Rpg gamers (console + PC)
THE ACTION-ADVENTURE GAMES COMPETITIVE LANDSCAPE
TARGET AUDIENCE
● PRIMARY TARGET
Action / Adventure gamers (console + PC)
● SECONDARY TARGET
Rpg gamers (console + PC)
CHALLENGE
OUR COMPETITION LEAN INTO CONVENTIONAL STORYTELLING
WITH A DOSE OF ALTRUISM
(I.E FIGHTING FOR THE GREATER GOOD)
WE NEED TO LEAN INTO THE TRUTH
OF WHY GAMERS REALLY PLAY -
TO HAVE FUN AND
GAIN PERSONAL GLORY
TARGET AUDIENCE
● PRIMARY TARGET
Action / Adventure gamers (console + PC)
● SECONDARY TARGET
Rpg gamers (console + PC)
CREATIVE APPROACH
DEVELOP
THE IDEA OF SACRIFICE,
CONNECTION BETWEEN FATHER AND SON
EVOKING AN EMOTION WITHIN THE KEY TARGET AUDIENCE
,
TARGET AUDIENCE
● PRIMARY TARGET
Action / Adventure gamers (console + PC)
● SECONDARY TARGET
Rpg gamers (console + PC)
BIG IDEA #1
PERSONAL
GLORY
TARGET AUDIENCE
● PRIMARY TARGET
Action / Adventure gamers (console + PC)
● SECONDARY TARGET
Rpg gamers (console + PC)
CREATIVE - OUTDOOR ADVERTISING (EXAMPLE)
BE BRAVE
CAMPAIGN MESSAGING - FROM MID-CORE TO HARD-CORE PLAYERS
Q1 PRE-LAUNCH TILL LAUNCH PERIOD
JAN FEB. MARCH
(Launch)
APRIL MAY JUIN
CONSOLE
PC
EDUCATE NEWCOMERS
● Prioritise Action/Adventure gamers
● Introduce God of War
● Drive pre-orders MAINSTREAM PUSH
● Highlight story and interaction between Kratos
and his son
● Encourage video streams
● Drive mainstream adoption
AUTHENTICATE
● Accolades in ads
● influencer endorsed+

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Videogame - brand creative campaign development thought process (Elphege Kolingba)

  • 1. CREATIVE CAMPAIGN APPROACH Product review: God of War Elphege Kolingba Thoughts & ideas process are mine, please do reference me when used
  • 2. GOD OF WAR IS A ACTION-PACKED ADVENTURE GAME SET IN THE INTRIGUING AND VISUALLY STUNNING WORLD OF NORSE MYTHOLOGY THAT’S FUN FOR ADVENTURERS AND FEATURES THE BOND BETWEEN A FALLEN GOD AND HIS SON ABOUT THE GAME...
  • 3. ● World of Norse Mythology ● Tale between a fallen god and his son ● Cutting-edge visual ● More personal experience AND ITS CORE PILLARS
  • 4. TARGET AUDIENCEWHO ARE WE TALKING TO? ● PRIMARY TARGET Mid-core Action / Adventure gamers (console + PC) 18-34 y.o ● SECONDARY TARGET Mid-core Rpg gamers (console + PC) 12-34 y.o
  • 5. TARGET AUDIENCE ● PRIMARY TARGET Action / Adventure gamers (console + PC) ● SECONDARY TARGET Rpg gamers (console + PC) THE ACTION-ADVENTURE GAMES COMPETITIVE LANDSCAPE
  • 6. TARGET AUDIENCE ● PRIMARY TARGET Action / Adventure gamers (console + PC) ● SECONDARY TARGET Rpg gamers (console + PC) CHALLENGE OUR COMPETITION LEAN INTO CONVENTIONAL STORYTELLING WITH A DOSE OF ALTRUISM (I.E FIGHTING FOR THE GREATER GOOD) WE NEED TO LEAN INTO THE TRUTH OF WHY GAMERS REALLY PLAY - TO HAVE FUN AND GAIN PERSONAL GLORY
  • 7. TARGET AUDIENCE ● PRIMARY TARGET Action / Adventure gamers (console + PC) ● SECONDARY TARGET Rpg gamers (console + PC) CREATIVE APPROACH DEVELOP THE IDEA OF SACRIFICE, CONNECTION BETWEEN FATHER AND SON EVOKING AN EMOTION WITHIN THE KEY TARGET AUDIENCE ,
  • 8. TARGET AUDIENCE ● PRIMARY TARGET Action / Adventure gamers (console + PC) ● SECONDARY TARGET Rpg gamers (console + PC) BIG IDEA #1 PERSONAL GLORY
  • 9. TARGET AUDIENCE ● PRIMARY TARGET Action / Adventure gamers (console + PC) ● SECONDARY TARGET Rpg gamers (console + PC) CREATIVE - OUTDOOR ADVERTISING (EXAMPLE) BE BRAVE
  • 10. CAMPAIGN MESSAGING - FROM MID-CORE TO HARD-CORE PLAYERS Q1 PRE-LAUNCH TILL LAUNCH PERIOD JAN FEB. MARCH (Launch) APRIL MAY JUIN CONSOLE PC EDUCATE NEWCOMERS ● Prioritise Action/Adventure gamers ● Introduce God of War ● Drive pre-orders MAINSTREAM PUSH ● Highlight story and interaction between Kratos and his son ● Encourage video streams ● Drive mainstream adoption AUTHENTICATE ● Accolades in ads ● influencer endorsed+