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Ubisoft Nederland asked Bohemia Amsterdam to help launch AC3. Through pamphlets spread across the mayor cities we reached over 30.000 followers in one weekend.
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B2C Guerrilla Case
Ubiso!Lost Tomahawk
Client Personnel:Bohemia Personnel:
Marcel KeijMarco de Boer Kyra RoestSilvia Celiberti
Situation"e hit video game series Assassin's Creed by Ubiso! launched the third sequence. In AC3 the new character is the half-blooded Native-American Connor. "e worldwide launch is scheduled for October 31, 2012.
TargetCreate awareness of the new Assassin’s Creed.
Target GroupFans of Ubiso!’s Assassin’s Creed Series and Hit Buyers, gamers who buy the top 5 most popular games every year.
Strategy"e target group recognize even the most indirect message about Assassin’s Creed III. It’s even that top-of-mind or in their blood that an abbreviation like AC3 or the name Connor is instantly linked to the game and Ubiso!. Using this knowledge creates an underground campaign only visible for the target group.
ConceptConnor has lost his tomahawk and is desperate to get it back. He has placed pamphlets all around the city promising a great reward.
HELP.Who’ve found my tomahawk?Tweet #AC3_ConnorGreat Reward.
Visuals
MediaPamphletPictures from Twitter
Pamphletdistributed in 5 mayor cities across the Netherlands.
Pictures from Twitterover 60 people posted pictures of the pamphlet within 2 days.
Results"e weekend the pamphlet was posted in the streets over 100 people used the hash tag #AC3_Connor to tell that they have seen the tomahawk poster. 60 of them were accompanied by a picture to proof.
"ese 109 tweets reached 33,408 followers in only three days.
Be unique to stand out.For more information: Hugo Kalf hugo@bohemiaamsterdam.comKyra Roest kyra@bohemiaamsterdam.com
Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555bohemiaamsterdam.com
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