Context The fifth installment in the Persona series was released worldwide in April 2017 followed by the expanded version titled, Persona 5 Royal, featuring new content, new characters and a new ending was launched in October 2019 in Japan and worldwide in March 2020.
Persona 5 is a RPG (role playing game) developed by Atlus and published by SEGA. It takes place in modern-day Tokyo and follows the protagonist of the game, Joker after his transfer to Shujin Academy due to being put on probation for an assault which he was falsely accused of. Through-out the story, he and other students awaken their special powers and become a group of secret vigilantes known as the Phantom Thieves of Hearts. Their goal; change the hearts of the wicked and corrupt and bring justice to those who deserve it.
Following a pitch win last year, Biborg and SEGA collaborated on the announcement and launch phase campaign for this title.
Objectives The main objective was to showcase what the game was about as well as the reasons behind what made the original game win various game of the year awards across 2016 and 2017. It was also crucial to demonstrate what was new in Persona 5 Royal, encouraging players to invest and return in a brand new way. It was also important to demonstrate that the game now had FIGS (French, Italian, German and Spanish) subtitles, a first in the franchise allowing more players than ever before, the chance to play the game.
Creative solution and campaign The announcement phase of the campaign was designed to tease fans about the title coming to the Western regions and announce the release date. The aim was to excite and appeal to fans and in particular target players who had played the original Persona 5. To do so, 20s social videos were created to captivate the user as they browsed on Facebook, Twitter and Reddit. A 30s YouTube Trueview was also localised for the FIGS market to reflect the fact that the game also supported FIGS subtitles.
The launch campaign began on March 31st 2020 and included a Facebook Canvas, a Facebook Takeover and Instagram Stories. This was designed to excite existing fans and interested buyers that the game was now released but it also served to educate players, both returning and new, about what else Persona 5 Royal offered.
The Canvas allows the user to navigate the world of Persona 5 Royal in their own way by navigating multiple, interlinked Canvases. The sections break down what the series is about, who the key characters are as well as a tour through the key locations in the game.
The Instagram story showcases Kasumi, the new character who is integral to the story by initially being in her student outfit before the story asks the player to interact with the metaverse button from the game. In doing so, they transform Kasumi into her Phantom Thief form.
As for the Facebook Takeover, the aim was to have the Phantom Thieves and the high octane action jump out of the feed in order to grab the attention of new and returning players alike.
Both the announcement and launch campaigns were diffused on a global scale in France, Germany, Spain, Italy, Australia and New Zealand.