For the launch of Assassin's Creed Odyssey, which was scheduled for worldwide release on October 5th 2018, Ubisoft sought the help of Biborg for the conception and development of a personalised experience using Facebook's augmented reality (AR) ads tool. The activation, invites users to slip into the shoes of Kassandra or Alexios, customise their appearance and share it on Facebook.
Assassin's Creed Odyssey, the latest release in the Ubisoft franchise, centers on the Peloponnesian war, 431-404 BC, between Athens and Sparta. To promote the new game, Biborg and Facebook collaborated on a never-before-seen ad experience on the social network, integrating AR camera effects.
The experience itself allows users to play with the effects to step into the skin of the principal protagonists, warriors Kassandra and Alexios, and to personalise a variety of their character’s features, including helmets, armor, greaves, gauntlets, weapons, not to mention skin colour and gender. This innovative technique by Ubisoft and Biborg is a revolutionary user experience and compliments the game’s role-playing features.
With this experience, Ubisoft wanted to push the game’s numerous character customisation possibilities. It was a technical challenge, in terms of the variety of character attributes – both masculine and feminine.
For the promotion of this campaign in the UK, the effect will be integrated directly into Facebook's paid media ecosystem. It will be able to redirect users to the Ubisoft website to learn more about Assassin's Creed Odyssey and order the game directly.
Try it yourself on mobile here.