AMONG THIEVES by Whybin\TBWA Auckland for Sony

Adsarchive » Promo , Case study » Sony » AMONG THIEVES

AMONG THIEVES

Pin to Collection
Add a note
Industry Video Games/Consoles
Media Promo & PR, Case study
Market New Zealand
Agency Whybin\TBWA Auckland
Art Director Adam Taylor
Copywriter Anthony Bell
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: SONY COMPUTER ENTERTAINMENT
Product/Service: PS3 UNCHARTERED 2 VIDEO GAME
Agency: TBWA\WHYBIN
Date of First Appearance: Oct 4 2009 12:00AM
Entrant Company: OMD NEW ZEALAND, Auckland, NEW ZEALAND
Digital Account Director: Tara Cowen (OMD)
Senior Media Planner: Sophie Joiner (OMD)
Digital Media Manager: David Hunt (OMD)
Planner/Buyer: Cain Fleming (OMD)
Senior Account Manager: Mark Kelly (TBWA)
Account Manager: Sam Attenborough (TBWA)
Art Director: Adam Taylor (TBWA)
Copywriter: Anthony Bell (TBWA)
Digital Designer: Sarah Crosswell (TBWA)
Media placement: Online - Key local and international sites - 4th October 2009

Results and Effectiveness
The business objective was to sell 8,000 units. This was over delivered by a staggering 211%!

Creative Execution
To deliver the complexity required for our sophisticated gamers we developed a fifteen stage online hunt. Players had to travel across NZ’s best known local and international sites and access hidden content by entering the correct keyword into the sites toolbar. Hidden content linked to the game plot and lead onto the next stage of the hunt. The ability to search and unlock hidden content required each website to allow Uncharted 2 integration within the site's functionality. We successfully negotiated a number of media firsts along the hunt adding impact to the campaign. • Unchartered 2 features a fictitious island named Xanadu. We succeeded in getting the Metservice to add Xanadu off the west coast of New Zealand onto their official map. • We took the path of the hunt across airnz.co.nz, the non-commercial website of NZ’s national airline.

Insights, Strategy & the Idea
Sony PlayStation were launching Unchartered 2 with an objective to sell 8,000 units. The game is built around a series of mysteries the central character Drake must unravel and solve. Our idea was to create an online hunt that mirrored the plot of Unchartered 2. This strategy gave us a powerful connection to our target audience and broke away from the category norm of launching with “movie trailer” type TVCs. • The target were seasoned gamers - constantly looking for new and more challenging storylines. Online allowed us to take the target deeper into the game delivering a richer experience. • This audience is easily bored, and we were able to build a level of complexity into the hunt to satisfy their need for difficult challenges. • They tend to be younger males, heavy online users with a higher than average time spent using making online a powerful connection channel.