Activation Case Study: Ubisoft’s Assassin’s Creed
Video game company Ubisoft worked with activation agency, Yakusan, to bring ancient Greece alive to launch the latest series of Assassin’s Creed at Metcalfe Park, Pyrmont.
Client: Yakusan
Client Objective: Product Launch
Venue Hire: Metcalfe Park, Pyrmont
Rationale for location: High Profile, Footfall, Ease of access
Overview: To celebrate the newest game in the Assassin’s Creed series, Odyssey, video game company Ubisoft brought the game to life with an ancient Greek-themed assault course. Five obstacles culminated in a seven-foot free-fall ‘Leap of Faith’, with a surrounding festival environment, including food trucks, a gaming zone and cosplay. Creative, design and production were by brand experience agency Yakusan. Metcalfe Park Pyrmont was the ideal setting, with its Sydney skyline backdrop, open space, easily accessible location, and high natural footfall. The two live days saw over 800 runners complete the course (despite 75mm of rainfall!) and 608,000 YouTube views within two days. Sales of the game spiked and continued to climb leading in to the Christmas period.
Outcomes: Over two days, more than 800 participants completed the course with more than 600,000 YouTube views in that time alone and media reach well over 35 million. Sales of the game spiked and continued to climb leading up to Christmas.
Client Objective: Product Launch
Venue Hire: Metcalfe Park, Pyrmont
Rationale for location: High Profile, Footfall, Ease of access
Overview: To celebrate the newest game in the Assassin’s Creed series, Odyssey, video game company Ubisoft brought the game to life with an ancient Greek-themed assault course. Five obstacles culminated in a seven-foot free-fall ‘Leap of Faith’, with a surrounding festival environment, including food trucks, a gaming zone and cosplay. Creative, design and production were by brand experience agency Yakusan. Metcalfe Park Pyrmont was the ideal setting, with its Sydney skyline backdrop, open space, easily accessible location, and high natural footfall. The two live days saw over 800 runners complete the course (despite 75mm of rainfall!) and 608,000 YouTube views within two days. Sales of the game spiked and continued to climb leading in to the Christmas period.
Outcomes: Over two days, more than 800 participants completed the course with more than 600,000 YouTube views in that time alone and media reach well over 35 million. Sales of the game spiked and continued to climb leading up to Christmas.