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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745
Biborg Defines Insanity for Far Cry 3 Launch
29/11/2012
Group745
Advertising Agency
London, UK
93
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Seduces user into cinematic aspect of the game
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Ubisoft and Biborg have once again successfully collaborated for the French and European launch of one of the flagship games of this season: Far Cry 3. After Australia and Germany, France is the third country to host the release of this sensational video game and the interactive agency Biborg has been given control of the development of the digital advertising and mobile campaign.
 
The exciting story behind Far Cry 3, which is Joystick’s “First-person Shooter of the Year”, was written by Jeffrey Yohalem, an author recognized for his work on Assassin’s Creed III. The game stages a bloody conflict between a group of tourists and disturbed characters on an island paradise. All, eventually, plunge into terror and madness.
With the aim to develop a greater visibility to the general public and demonstrate the cinema aspect of the game, Ubisoft Biborg seduced the user by offering an interaction never done before.
 
 
 
The mobile campaign demonstrates the creative and technical qualities of Biborg using applications ike Allociné Jeuxvidéo.com where you will receive a call directly on your iPhone from Vass, one of the most cruel and charismatic characters in the game. Just like on the custom YouTube channel, you will immediately be given by Vass his definition of insanity and be immersed in the appalling game universe.
 
Creative Director, Francois Girardot explains: “We know that the attention of the users is very short so we had to find a way to ‘hook’ them from the first second. We chose to create a “real mobile design” and simulate a fake call from Vass, the main character of the game, with an interstitial interactive format.”
 
Biborg also conducted a European online campaign on YouTube that has attracted more than 60 million impressions. It consists of a homepage masthead and the tagline: Face Your Insanity. From here the user is redirected to a custom YouTube channel which opens with a short video of Vass giving his definition of insanity. The video then goes on to show an extract of video gameplay based on the TV spot. The experience ends with a endcard which is offering an exclusive promotional offer only available November 29th from advertising formats.
 
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