Ubisoft wants to make Tom Clancy’s The Division its next big licence. The ambition is to make it one of the biggest brands and franchises in the video game category.

To do so, the objective of our campaign was to do a massive communication blitz, close to the game launch to reach beyond the community of gamers and attract a broader audience.

The website was launched on the 24th of February 2016 across the EMEA region and is available in 9 languages. Using mainly Ubisoft’s owned media with a trailer, social media posts and an emailing the website quickly gained momentum attracting way over 100K visitors on the very first day.

The viral impact, the social media noise and the highly current topic it relates to generated a lot of earned media attracting a broader audience than the usual gamers and exposed a wide range of visitors to the brand and the game.

As people could simulate the end of society starting from wherever in the world (even from their own home) they were amazed and quite scared to discover how our highly connected and intertwined world could collapse within a few weeks.