For the third year running, the video game publisher Ubisoft has trusted the creative agency Biborg to design and realise the digital campaign for the launch of the next chapter of the successful saga that has already sold more than 19 million copies worldwide: Assassin’s Creed ® III.
Biborg shows creative and technology skills by simultaneously launching several interactive campaigns in France and Europe. The challenge was to immerse the consumers in the epic and wild story of Connor Kenway, a murderer who sworeat the beginning of the American Revolution to ensure the freedom of his people.
The mobile campaign, broadcasted on both iPhone and iPad on Lequipe.fr, Allocine.com and JeuxVideo.com applications, aims to engage the user in a fully interactive and innovative experience. Biborg, using its expertise in mobile richmedia, is the first French agency to offer such an interactive experience. The creation begins with an interstitial video to attract attention and develop brand awareness. Then, the Format “banner + layer” invites users to interact on their iPhone through the use of the compass and ontheir iPad “sliding” to shoot an arrow. It’s then possibleto discoverthe whole world of the game, without leaving the application.
“Using the compass in a display mobile setting was a real technical and creative challenge, but we are even more proud to realisesuch a big innovation! Nowadays, the mobility of the devices open new perspectives of interaction and accessibility to information. Biborg has quickly taken to the mobile turn to advise and assist theirclients in front of such a multiplicity of media.” Bruno Luriot (Business Director – Biborg)
The digital billboard campaign is located in all Parisian railway stations, numerous subway stations and shopping centers in France. A truly stunning visual experience, the creations were made specifically for each media format and will touch an even wider target. The use of multiple synchronized screens aims to plunge passerby into the world of the American Revolution and Connor’s epic and intense quest for freedom and the deadly confrontation with his enemy.
“We know Biborg’s expertise and talent to develop creative and effective concepts adapted to different media. After the great success of the innovative mobile campaign Ghost Recon Future Soldier, it was very natural for us to decide to repeat the experience for the mobile campaign of Assassin’s Creed III, and also try to explore new formats like digital displays.” Bénédicte Germain (Directrice Marketing – Ubisoft France)
Biborg has also conducted an European online campaign on Youtube based on a Masthead format on the homepage of a contest promoting the brand amongst the general public. The interactive experience, through the production of several YouTube videos, invites the users to walk in Connor’s footsteps and try to win a trip to the U.S. and many other prizes.