Context

As one of the most anticipated major releases of the year, Crimson Desert promised an unparalleled, gritty open-world experience. Pearl Abyss Europe tasked us with a massive challenge: bringing the epic, rich, and brutal world of Pywel to European audiences.

Discover the world of Pywel on earth

We executed a large-scale Out-Of-Home (OOH) media strategy to maximize visibility and set Crimson Desert as AAA launch through premium media placements.

We orchestrated an extensive physical campaign across three major European markets: Paris, London, and Berlin, securing nearly 1,000 strategic placements. Utilizing a mix of high-traffic transit hubs and large-format urban billboards, we delivered an essential reminder in the lead-up to release, smoothly switching to a "buy now" creative message on launch day to capitalise on the generated awareness. These city-wide activations comprised a dynamic mix of both digital screens and traditional printed OOH placements.

... As well as online

We helped bringing their epic, massive and rich world in Europe with a high-impact media campaign that included assets creation and media management.

Complementing our physical campaign, we took over European endemic media during the pre-launch and launch phases. Working with industry leaders like IGN, Webedia, WASD, Future, CultureG, and Werkmeister, we designed, delivered, and deployed high-impact digital assets that brought the game’s breathtaking visuals to life across top-tier gaming networks. Beyond massive launch day takeovers—which delivered a high Share of Voice (SOV) across partner websites—we ran tactical digital formats to increase repetition among our core targets. This comprehensive approach contributed to a hugely successful release for Pearl Abyss, perfectly dovetailing with several media activations the client ran in-house.