Challenge
For the launch of Skull and Bones, Ubisoft partnered with Oceana, the largest international advocacy organisation dedicated solely to ocean conservation. From March 18th to 31st, Ubisoft and Oceana hosted Waves of Change, an initiative in which every enemy defeated by a player in Skull and Bones led to Ubisoft making a donation on their behalf to support ocean preservation, with the ultimate goal of raising €300,000 by the end of the event. Our challenge was to find ways to raise awareness and bring pirates together around this worthy cause.
Our Approach
Promote Ubisoft’s partner: Oceana
Since Oceana were at the core of the operation, it was important to share information about them in every asset. From dedicated social media units displaying their missions and engagement, to the main website gathering information for participants to learn more about the cause and how they could help if they wanted to, Oceana were visible everywhere.
For the operation to have its own unique look and feel, we created a specific art direction for the event, in the sweet spot between Skull and Bones and Oceana’s identities.
Show Progress
It was important throughout the operation to display daily progress towards the €300,000 goal through a dedicated webpage, allowing players to track their contributions, as well as a burst of posts on social media.
Onboarding content creators
In addition to a toolkit with an exclusive stream overlay, we invited content creators and their communities to cease hostilities and work together for a good cause! To achieve this, we promoted a special emblem and ship colours that, when paired, showed players’ willingness to participate in the operation.
Track and Measure - Campaign Carbon footprint Finally, as with all Biborg operations, we set up a carbon footprint tracker pre and post campaign. Our objective is to balance asset quality and ecological impact to understand how we can get better in the future while sharing our results with clients at the end of every campaign.
Results
We were delighted to see an overly positive reaction from Skull and Bones players. Beyond achieving the €300K objective, we observed a raise in daily average users during the event. Also, more than 600 content creators joined the operation, helping to raise even more awareness for Oceana and their mission.