Context Following Biborg's successful collaboration with Capcom on the release of Resident Evil 2, which launched in 2019, we were briefed once again to support the launch of Resident Evil 3 across Europe.
Released on April 3rd 2020, Resident Evil 3 is a survival horror game and remake of Resident Evil 3: Nemesis (1999). Picking the story up from the end of Resident Evil 2 remake, it follows Jill Valentine and Carlos Oliveira as they attempt to survive the T-Virus outbreak while being hunted by the unstoppable bioweapon, Nemesis.
The Resident Evil 3 release also includes the round based multiplayer game, Resident Evil Resistance. The game is set in the world of Resident Evil and invites players to unleash their inner evil as either a cunning Mastermind, or to fight as one of the resourceful Survivors trying to escape every obstacle the Mastermind puts in their way.
Challenge One of the challenges to this campaign was to determine how much share of voice each aspect of the release should be given and the best way to communicate the offer to audiences in a clear and effective way while also finding the right creative media to communicate the offer.
Objective The aim was to come up with a creative approach and treatment that clearly communicates the main selling points for this release, while remaining sensitive to the audience sentiment during the global Covid-19 pandemic.
Campaign Biborg worked on the creative treatment, production and localisation of all the above the line advertising assets. The concept of the campaign was to lean on the idea of the escape that is central to the game. Therefore, the visuals and messaging succinctly summarised the story of Jill’s struggle to successfully evade the Nemesis and get out of Racoon City before it was too late.
Going live on April 3rd in the United Kingdom, France, Germany, Spain and Russia, a YouTube 30 second Trueview was created for the launch along with three YouTube Bumper video ads, each focusing on a different aspect of the game features; the escape, fear of the Nemesis and Resident Evil Resistance.
A Facebook canvas format was also created and used for expanding on the Resident Evil Resistance multiplayer game. Made up of three parts: Introduction, Story and Gameplay, the aim was to delve the user in the game universe and help them understand what it was all about. Viewers were invited to either discover more about the story or find out more about Resistance by selecting the prompts.