Ubisoft: What Are You Made Of? 3

Credits & Description:

Client: Ubisoft
Product: Farcry4
Entrant: Grey Paris, France
Title: What Are You Made Of?
Product/Service: Farcry4
Entrant Company: Grey Paris, France
Advertising Agency: Grey Paris, France
Production Company: Stink Paris, France
Production Company 2: Stink Paris, France
Executive Creative Director: Thierry Astier (Grey Paris)
Director: Luis Nieto (Stink Paris)
Art Director: Vicken Adjemian (Grey Paris)
Art Director: Mehdi Benkaci (Grey Paris)
Art Director: Quentin Deronzier (Grey Paris)
Copywriter: Vicken Adjemian (Grey Paris)
Copywriter: Mehdi Benkaci (Grey Paris)
Copywriter: Dimitri Hekimian (Grey Paris)
Executive Producer: Greg Panteix (Stink Paris)
Executive Producer: Sophie Gaaloul (Stink Digital Paris)
Graphic Designer: Charlie Montagu (Stink Digital Paris)
Agency Producer: Laurent Dailloux (Grey Paris)
Designer: Vivien Urtiaga (Grey Paris)
Business Director: Damien Ricci (Grey Paris)
Head Of Planning: Alexis De Montaigu (Grey Paris)
Emea Marketing Director: Guillaume Carmona (Ubisoft)
Emea Group Brand Manager: Camille Aneas-Lavadoux (Ubisoft)
Emea Brand Manager: François-Xavier Deniele (Ubisoft)
Emea Digital Marketing Manager: Fabrice Landrieu (Ubisoft)
Entry URL: http://bit.ly/1OqPP2S
Creative Execution
Our will was to give the most immersive experience possible by creating a highly cinematographic experience
“What are you made of ?” is a digital platform made with 168 different interactive films.
Each of them is pushing you to make decisions that will take you deeper and deeper into a labyrinth of choices with 42 millions possible paths for a total of 100 days of immersive engagement.
Every decision you take is profiled by an algorithm, five facets are analyzed to reveal your personality (wisdom, violence, toughness, bravery, endurance).
Literally, at the end of the rites, no one had the same game experience and no one had the same personality profile.
The strategy of targeting hardcore gamers and make them play was efficient.
"Our game to launch the game" was played by almost 2 millions visitors in 30 days with 30% of repeat play.
Hardcore gamers became the ambassadors of the campaign and shared it :
30k shares on Facebook, 10k shares on Twitter, filming themselves playing became a meme on YouTube
All their enthusiasm around the campaign pushed Farcry4 straight into the top 5 best selling video games worldwide.
For the launch of Farcry4 videogame we needed to target hardcore gamers.
And the key insight with hardcore gamers is very straightforward : they just want to play.
That’s why for creating massive awareness around the imminent launch of Farcry4, we offered them the possibility to play, but to another game.
We created: What are you made of ?
A unique digital interactive game that reveals your real gamer personality.
Each time a gamer plays one of our 4 digital rites of passage, his actions are analyzed by an algorithm determining how he reacts in front of a bunch of extreme situations.
At the end of each rite, the algorithm gives him his personality profile and unlocks exclusive contents based on this profile.
These contents are revealing what the he will find in Farcry4 or enhancing the Farcry4 experience by giving him bonuses or special items.