Client and Context:

Ubisoft is a leading developer and distributor of interactive entertainment, known for popular gaming franchises like Assassin's Creed, Just Dance, and Far Cry. Founded in 1986 and headquartered in Montreal, Quebec, Ubisoft has over 10,000 employees across six continents and has ventured into Blockchain, mobile gaming, and the film and television industry.
 

Campaign Objective:

The main goal is to rebuild trust and strengthen Ubisoft's brand image amid controversies and market challenges while promoting its diverse portfolio and innovation in the gaming industry.
 

Target Audience:

• Primary: Casual gamers aged 18-35 in North America, Europe, and Asia-Pacific.

• Secondary: Seasoned players, innovation seekers, and fantasy enthusiasts.
   

Key Insights:

• Market Challenges: Internal turmoil, declining stock prices, backlash due to low-quality games, and issues with corporate governance and management.

• Opportunities: Emphasizing high-quality game development, transparency, and innovation. Targeting new demographics through cloud gaming, VR, and mobile gaming.
   

Strategy and Execution:

• Platform: Multi-channel approach including social media, collaborations with influencers, and partnerships with streaming services like Netflix and Xbox Game Pass.

• Creative Elements: Highlighting Ubisoft's commitment to high-quality, bug-free games and ethical monetization. Encouraging player-generated content to enhance engagement.

• Tone: Transparent, innovative, and community-focused.
   

Success Metrics:

• Engagement: Increase in social media interactions and positive sentiment.

• Sales: Growth in in-game purchases and subscriptions.

• Brand Perception: Improvement in trust and brand loyalty.
   

Launch Date:

Ongoing throughout 2023, adapting to market changes and feedback.
 

This campaign underscores Ubisoft's dedication to regaining consumer trust and promoting a strong, innovative, and player-centric brand in the gaming industry.