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Nov. 1, 2012, 4:30 p.m. by LBBOnline
Biborg & Ubisoft Increase Creativity & Innovation
Third year of successful partnership, this time for the digital launch of Assassin's Creed ® III.
For the third year running, the video game publisher Ubisoft has trusted the creative agency Biborg to
design and realise the digital campaign for the launch,of the next chapter of the successful saga that
has already sold more than 19 million copies worldwide: Assassin's Creed ® III.
Biborg once again showed its creative and technology skills by simultaneously launching several
interactive campaigns in France and Europe. The challenge was to immerse the consumers in the
epic and wild story of Connor Kenway, a murderer who swore at the beginning of the American
Revolution to ensure the freedom of his people.
The mobile campaign, broadcasted on both iPhone and iPad on Lequipe.fr, Allocine.com and
JeuxVideo.com applications, aims to engage the user in a fully interactive and innovative experience.
Biborg, using its expertise in mobile richmedia, is the first French agency to offer such an interactive
experience. The creation begins with an interstitial video to attract attention and develop brand
awareness. Then, the Format "banner + layer" invites users to interact on their iPhone through the use
of the compass and on their iPad "sliding" to shoot an arrow. It’s then possible to discover the whole
world of the game, without leaving the application.
"Using the compass in a display mobile setting was a real technical and creative challenge, but we
are even more proud to realise such a big innovation! Nowadays, the mobility of the devices open new
perspectives of interaction and accessibility to information. Biborg has quickly taken to the mobile turn
to advise and assist their clients in front of such a multiplicity of media. " Bruno Luriot - Business
Director - Biborg.
The digital billboard campaign is located in all Parisian railway stations, numerous subway stations
and shopping centers in France. A truly stunning visual experience, the creations were made
specifically for each media format and will touch an even wider target. The use of multiple
synchronized screens aims to plunge passerby into the world of the American Revolution and
Connor’s epic and intense quest for freedom and the deadly confrontation with his enemy.
"We know Biborg’s expertise and talent to develop creative and effective concepts adapted to different
media. After the great success of the innovative mobile campaign Ghost Recon Future Soldier, it was
very natural for us to decide to repeat the experience for the mobile campaign of Assassin's Creed III,
and also try to explore new formats like digital displays" Bénédicte Germain (Marketing Director
Ubisoft France)
Biborg has also conducted an European online campaign on Youtube based on a Masthead format
on the homepage of a contest promoting the brand amongst the general public. The interactive
experience, through the production of several YouTube videos, invites the users to walk in Connor’s
footsteps and try to win a trip to the U.S. and many other prizes.
Client UBISOFT
Campagne Assassin's Creed III
PRODUCT MANAGER FR Aurélien Palle-Gamage
DIGITAL MKG FR Alexandre Guenounou
PRODUCT MANAGER EMEA Camille Aneas
DIGITAL MKG EMEA Pierre Worgague
Date de lancement 25/10 pour le Digital Outdoor - 31/10 pour le reste
Pays FR pour Mobile et Digital Outdoor - EMEA + SCAN + NL + ANZ pour la
campagne digitale.
Agency
Creative Directors François Girardot - Hedy Magroun
Account Director Bruno Luriot
Motion designers Elsa Secco
Art Director Olivier Campion
Project Manager Barth Monnier
Richmedia Specialist Matthias Ferrière
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