| Title | AKIBA STEALTH |
| Brand | UBISOFT JAPAN |
| Product / Service | ASSASSIN'S CREED UNITY |
| Category | C01. Use of Digital in a PR campaign |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| PR Agency | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
| Production Company | HAT Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Jyunya Tanimoto | DENTSU INC. | Creative Director / Copywriter / Planner / Agency Producer |
| Ryusuke Nanki | DENTSU INC. | Planning Director / Planner |
| Atsushi Otaki | DENTSU INC. | Planner / Copywriter / Agency Produce |
| Yosuke Shidara | DENTSU INC. | Agency Producer |
| Yusuke Kumon | DENTSU INC. | Account Director |
| Kenichi Sato | DENTSU INC. | Account Executive |
| Yusuke Mori | DENTSU INC. | Account Executive |
| Maiya Kinoshita | DENTSU INC. | Copywriter / PR Planner |
| Yuhi Shimomura | DENTSU INC. | Art Director |
| Yohei Nemoto | Dentsu Public Relations INC. | PR Manager |
| Yusuke Matsuo | Dentsu Public Relations INC. | PR Planner |
| Yuichiro Inoue | RYDEN INC. | Interactive Director |
| Hideo Matsumoto | RYDEN INC. | Technical Director |
| Sumiyo Miki | RYDEN INC. | Production Designer |
| Kiyokazu kawaharada | Honeycomb Lab. Inc. | Technical Director |
| Kosuke Kasuga | Honeycomb Lab. Inc. | Programmer |
| Hirokazu Kagiya | TOW CO.,LTD | Producer |
| Daisuke Noro | HAT INC. | Producer |
| Ryo Takebayashi | HAT INC. | Director |
| Yoshitaka hirano | HAT INC. | Production Manager |
AKIBA STEALTH used iBeacon technology in a revolutionary way to recreate the experience that was only for video games. This expanded the way to experience a product that was limited to virtual experiences. Video game fans are constantly seeking for new stimulation. However, their eyes are only directed toward the world within the game. The stage was set in the Akihabara area, Tokyo, where many gamers exist. By connecting the virtual and real world, we created a "Real-life Assassin's Creed Experience." Although normally used in an O2O setting, we applied the iBeacon technology as a device to recreate the excitement in the video game to real-life, for the first time in the world. We recreated video game's world in the city of Tokyo and suggested a new type of entertainment and excitement to society. In addition, the "Real-Life Assassin's Creed" became news in numerous media around the world.
Our goal was to raise awareness and interest of the game within Japanese gamers to ultimately increase the new game’s sales in Japan.
The solution connected the game’s virtual world and the reality in Tokyo. Making the gamer’s favorite city the stage of the event created publicity and successfully increased the number of Assassin’s Creed Unity fans. - Increased Rate of Purchase Per Console (Compared to previous game): 1540% - Media Exposure: covered by 144 news sources (such as Shots, kotaku, Tokyo Otaku Mode, and other major overseas media.） - Earned Exposure: 1,000,000USD
To promote the video game, the real-life stealth mission inspired treasure-hunt game "AKIBA STEALTH" was held in Japan's biggest video game district, Akihabara*, for one time only. AKIBA STEALTH incorporates the iBeacon technology. iBeacon was usually used to give out coupons and shopping information in an O2O setting, but for the first time in the world, we programmed it to recreate the excitement from the game and turned the city of Akihabara into a game field. With the smartphone app linked to iBeacon, users can enjoy the world of the game in real-life, evading disguised enemies and searching for the treasure. In addition, as part of the integrated campaign, a short film based on the event in Akihabara was released. *AKIBA is an abbreviation of Akihabara.
“Assassin’s Creed Unity” is a video game sold over 73 million copies around the world, but is still little known in Japan.
We focused on the game’s distinctive feature, "Stealth Missions", in which players blend into crowds and surroundings to evade enemies and complete the mission.