Ubisoft: TRAVEL IN TIME

Credits & Description:

Category: Other Consumer Products (including Durable Goods)

Advertiser: UBISOFT

Product/Service: RABBIDS TRAVEL IN TIME

Agency: NICKELODEON CREATIVE ADVERTISING

Date of First Appearance: Dec 1 2010

Entrant Company: NICKELODEON CREATIVE ADVERTISING, New York, USA

Director: Chandler Kauffman (Entropy Film Works)

Line Producer: Grayson Ross (Entropy Film Works)

VP, Creative Director: Pete Johnson (Nickelodeon Creative Advertising)

Associate Creative Director: Juan Carlos Gutierrez (Nickelodeon Creative Advertising)

Associate Creative Director: Jared Elliott (Nickelodeon Creative Advertising)

Executive Producer: Hafeez Saheed (Nickelodeon Creative Advertising)

Art Director: Jon Lease (Nickelodeon Creative Advertising)

Copywriter: Tom Vullo (Nickelodeon Creative Advertising)

Editor: Bill Cramer (Crew Cuts)

Asst. Producer: Matt Anderson (Nickelodeon Creative Advertising)

Media placement: Television- 1 Spot - Television Comercial-Nickelodeon - Dec, 2010



Insights, Strategy & the Idea

Ubisoft Entertainment is one of the top independent video game companies in Europe, distributing more than 1,000 titles. The company publishes for gaming consoles and devices from Sony, Microsoft, and Nintendo, and PCs.



By partnering with Nickelodeon, Ubisoft sought to:

• Generate about the newest addition to the Rabbids franchise.

• Introduce the Rabbid’s wacky, fun and silly personalities as something amusing for adults and simultaneously age-appropriate for kids.

• tap into Nickelodeon's audience of loyal, brand-friendly, taste-making tweens.



A :30 Custom spot was created to communicate these messages.



Creative Execution

Video game titles are a great go-to gift for parents of child video game fans, although they are often conflicted as to whether or not many games too mature for their child.



We sought to obtain the attention of adults with a suspensful, engaging scene. We then sought to surprise our captive audience with the big reveal of a tag that permeates the zany, silly and busy world of the Rabbids.



Results and Effectiveness

The client, Ubisoft, was extremely pleased and appreciated the unconventional approach and concept for this spot. It was directly in line with the brand essence of the Rabbids franchise. They were able to introduce the game to audiences unfamiliar with the brand, including parents of the gamers.



The spot outperformed previous iterations from this franchise. Ubisoft made headway in it’s mission to expand distribution and brand awareness in the U.S. market.



No specific sales figures were provided. However, the Rabbids world was introduced to a new audience, caused buzz in gaming circles and was also a popular holiday gift.