The gaming industry is one of the most dynamic parts of the global market. That is why we were very happy to start cooperation with the second largest game producer in the world – Ubisoft.
It is a well-known French producer and publisher of games with an established position in the industry. Many top productions for computers and consoles came out of his studio, incl. “Assassin’s Creed”, “Far Cry” or “Heroes of Might & Magic”. In 2020, we started playing together!
Our first task was to prepare a campaign and activation for two well-known Ubisoft titles. We were responsible, inter alia, for a comprehensive action strategy, creative concept and execution, media service, and influencer marketing.
For a good start, we “took over” Poles’ computers and telephones thanks to the activation promoting Watch Dogs: Legion. We displayed personalized videos on YouTube – they were aimed directly at viewers and related to the currently watched content.
For the purposes of the campaign, we have prepared as many as 20 spots. Different videos were shown to different people. This was based on the tags you added to YouTube content. In this way, the spots took on a personalized character and evoked the feeling that the computer had been hacked.
The non-standard idea and intriguing execution contributed to the great success of the action. We have beaten all assumed KPIs! The average view time was 25.9 seconds and the view ratio was 46.19%. It is even several times more than with standard YouTube campaigns.
The original form of the campaign drew the attention of industry media and consumers. Most importantly, it resulted in new projects for our client.
Our next task was to promote the game Just Dance 2021. To this end, we engaged leading influencers, incl. Maffashion, FitLovers, Barbara Kurdej-Szatan and Karolina Pisarek. They have made over 42 different materials – from photos, through reports, to video.