The Campaign

The opportunity lies in leveraging on Ubisoft gamers’ passion and loyalty to its games. Hence the concept: Unlock The Next Level. Using this theme, Ubisoft would be unlocking never seen before experiences from its key game titles like Assassin’s Creed, Raving Rabbids, Just dance and more. By creating a mini amphitheatre with a stage within the booth, we would be able to put on quality live performances that would resonate with the fans' love for different game titles and immerse them in the world of their favourite characters To spread our passion beyond the ChinaJoy show floor, we would also unlock new levels of fan engagement through a live streaming experience via social channels, a pure gaming channel live feed and using cosplayers as key online influencers.

Creative Execution

For this 4-day event, we designed areas for exclusive game previews with built-in fan engagement via virtual reality, mobile e-commerce and immersive theatre experiences. To draw crowds, our live shows had multiple live streaming via LCD screens at the booth and a live feed to the popular gaming video platform Douyu. Cosplayers were engaged to create pre-event social buzz and participated in live show performances. 1] Entrance: Housed in a graphic light box to simulate entering Ubisoft's game world. 2] Centre stage & game area: Combining a stage with a couch gaming area for 4 guests. 3] E-sport stage: Full visibility for guests with stage separation for the MC and players to minimize distraction. 4] Store: White in contrast to booth's black color, it is positioned at exit to maximize sales. 5] VR Gaming: 4 VR headsets and wall panel screens to showcase VR gameplay. 6] Theatre: Holds 60 people.

• 37k visitors to the booth or an astonishing 10% of ChinaJoy's visitors under fierce competition from 4,000 games displayed from over 30 different markets • 28 Media, 13 KOL, 5 StarPlayers, 150 Players onsite • Over 150 Media articles' coverage • Ubisoft Weibo social media platform: 32,000 New Followers • Ubisoft WeChat: 46,000 New Followers • WeChat Mini Program: 1.6M Page Views, 1,359 User-Generated Content Posts, 125,000 Social Media Interactions • Douyu TV: 3,092,000 views via live streaming • Ubisoft Collectible Sales: 5,388 Units Sold with RMB 1,021,105 in Revenue

Ubisoft is shifting its focus from being a gaming company to an entertainment one with its tagline: “The destination for great entertainment”. Being the best showcase for them in China, Ubisoft desired to elevate their ChinaJoy experience to be on par with overseas game events like E3. We also deployed the Ubisoft Live program by live streaming stage content on Douyu TV to engage fans online and onsite at ChinaJoy. 80+ Shanghai staff plus 49 creative directors and producers from Ubisoft studios in Europe, Canada, China and Singapore converged to provide fan engagement, game previews, live show performances and more.

The challenge was how we could help Ubisoft attract hardcore and social gamers born in 1980s and 1990s, while creating buzz and raising awareness of its games and activities at Chinajoy. We saw an opportunity to help Ubisoft achieve this by combining our expertise in live performance and online to offline new retail activation. We wanted to attract players and fans by sharing Ubisoft’s passion for games, so we spent great efforts in bringing popular game demonstrations, live show performances based on game storylines and invited Ubisoft’s CEO and Co-Founder Yves Guillemotin in addition to Ubisoft’s most talented game developers to engage with fans directly. To spread our passion beyond the ChinaJoy show floor, Ubisoft Live was introduced to livestream booth content on Douyu TV, while live show performances were broadcasted on LCD screens on the facade of the Ubisoft booth to attract nearby traffic.