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The End Of Society Simulator

基本信息
行业: 文化、娱乐与运动
媒体:推广与活动
投放:法国
风格: Minimalism
说明cnen
Synopsis
Ubisoft wants to make Tom Clancy’s The Division its next big licence. The ambition is to make it one of the biggest brands and franchises in the video game category.To do so, the objective of our campaign was to do a massive communication blitz, close to the game launch to reach beyond the community of gamers and attract a broader audience.
Strategy
To make this simulator realistic we gathered almost half a million data in 3,800 cities worldwide. Each city was built around key urban locations (hospitals, pharmacies, supermarkets, airports...). We also developed a pandemic algorithm - inspired by the SIR epidemic model - which demonstrates the fragility of society by displaying the spread of the virus and calculating the casualties.The challenge of the website was to attract two different types of audiences :Gamers who do not have Tom Clancy’s The Division in their sight to strengthen the top of mind brand awarenessPeople who are not necessarily gamers but are tech-savvy and/or following the news to strengthen the word of mouthGlobal media strategy: PR : a key speaker dedicated to the subject briefed journalists during the mainstream press tour of the game in NYC. Owned : social media, emailing Paid : ad banners
Campaign Description
Based on the fictive yet realistic storyline of Tom Clancy’s The Division, Collapse is an end of society simulator that uses real data to create a hyper-personalised experience of events to set the scene before the game’s launch. Inspired by existing epidemic models with input from Emergency risk specialists, the website simulates a global pandemic of the fictional variola chimera virus. The experience starts after the user has been infected when he is asked to type in his address and before being taken through the fall of society’s dominos (overwhelmed hospitals, out of stock pharmacies and supermarkets, riots, exodus, global blackout, fall of governments). The simulation demonstrates how quickly the cities and society that we take for granted can collapse even from our own home.Collapse is innovative, leveraging the latest web and mobile development technologies and powerful data aggregation and processing.
Execution
The website was launched on the 24th of February 2016 across the EMEA region and is available in 9 languages. Using mainly Ubisoft’s owned media with a trailer, social media posts and an emailing the website quickly gained momentum attracting way over 100K visitors on the very first day.The viral impact, the social media noise and the highly current topic it relates to generated a lot of earned media attracting a broader audience than the usual gamers and exposed a wide range of visitors to the brand and the game. As people could simulate the end of society starting from wherever in the world (even from their own home) they were amazed and quite scared to discover how our highly connected and intertwined world could collapse within a few weeks.
Relevancy
To promote the website, we put together a global media strategy including a strong owned and earned media activation plan and some paid media. PR : a key speaker dedicated to the subject briefed the journalist during the mainstream press tour of the game in NYC. The PR plan was not only targeting video game media but also mainstream press. A Tool kit with specific videos of fall of societies (London, Paris, Berlin …), and specific data for each cities was distributed to the journalists. Owned : social media, emailing and digital autopromoPaid : ad banners
Outcome
The momentum gained by the website lasted for weeks as Collapse has attracted almost 3 million visitors and still attracted over 60K visitors/day a month later.The result was huge with thousands of posts, shares and tweets from users who were dumbfounded by the realism of the experience.Media impressions were numerous with articles in mainstream media (Motherboard, Time Magazine, The Daily Mail, I fucking love science, L’Express …) and video game specialized media (Kotaku, PC Gamers, vg247, gamerant ...)The success contributed to the awareness of the game beyond the gamers. The impact for the brand is undeniable as the game has become the best-selling new game franchise in an opening week and sold more copies in its first 24 hours than any game in Ubisoft’s history. Ubisoft is now the number one software publisher for Q1 2016, with a unit sales increase of close to 130%.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
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美术指导:
制片:
其他职位:Brand Management: Guillaume Carmona, Lionel Hiller, Pierre, Miazga, Alexandre Guenounou. Guillaume Apesteguy
creative technologists; Alexis Galbourdin
Agency Management: Jean-Charles Caboche, Tiphaine du Plessis, Eugénie Valletoux, Maxime Huyghe, Michael Korsec, Damien Clanet.
Lead developer: Nicolas Barradeau
creative technologists: Frédéric Petitpont
creative technologists: Thibault Dargeou
奖项
戛纳国际创意节 2016
入围 移动应用
Data / Insight
戛纳国际创意节 2016
入围 公关活动
Media & Publications
戛纳国际创意节 2016
入围 公关活动
Use of Web Platforms & Apps
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