Following a gap year for the popular Assassin's Creed franchise, Ubisoft wanted to increase awareness and purchase intent across Europe for the latest title, Assassin's Creed Origins, ahead of its global launch.
Being one of the first gaming companies to create augmented reality effects, Ubisoft partnered up with Facebook and Biborg for this campaign. Using the 3 key characters of the game, users were invited to transform and discover these main personalities through interactive effects. The campaign was launched in October 2017 along with a promotional video demo on social networks showing users how it works and directing them to try it out.
The characters included :
Bayek - Our Assassin Hetepi - Also known as the Lizard, he was a priest of Ptah (an ancient Egyptian God) who served under the High Priest Pasherenptah in Memphis (the capital of Egypt during the Old Kingdom) and a member of the Order of the Ancients (a secret cabal operating throughout Ancient Egypt who sought to use the relics of the ancient gods to promote peace and progress for mankind under their ordered rule) during the reign of Ptolemy XIII. Ptolemy XIII - The 12 year old king, brother of Cleopatra
Immersing users, interactive visual and sound effects were created. The user was invited to raise their eyebrows which launched a different reaction for each character. For the Hetepi camera effect, when you raise your eyebrows the wall of hieroglyphs lights up, for Ptolemy, the Order of the Ancients appear and for Bayek, a sandstorm erupts.
Try it yourself on mobile here.
Overall there was a 2x increase in ad recall in the UK, 1.46x increase in awareness and 2.35x purchase intent increase in Germany.
Find out more on Facebook Business (EN).