Ubisoft Nederland asked Bohemia Amsterdam to help launch AC3. Through pamphlets spread across the mayor cities we reached over 30.000 followers in one weekend.

1. B2C Guerrilla Case
Ubisoft
Lost Tomahawk
Client Personnel: Marcel Keij
Bohemia Personnel: Marco de Boer
Kyra Roest
Silvia Celiberti

2. Situation
The hit video game series Assassin's Creed by
Ubisoft launched the third sequence. In AC3 the
new character is the half-blooded Native-
American Connor. The worldwide launch is
scheduled for October 31, 2012.

3. Target
Create awareness of the new Assassin’s Creed.
Target Group
Fans of Ubisoft’s Assassin’s Creed Series and
Hit Buyers, gamers who buy the top 5 most
popular games every year.

4. Strategy
The target group recognize even the most
indirect message about Assassin’s Creed III. It’s
even that top-of-mind or in their blood that an
abbreviation like AC3 or the name Connor is
instantly linked to the game and Ubisoft. Using
this knowledge creates an underground campaign
only visible for the target group.

5. Concept
Connor has lost his tomahawk and is desperate
to get it back. He has placed pamphlets all around
the city promising a great reward.
HELP.
Who’ve found my tomahawk?
Tweet #AC3_Connor
Great Reward.

6. Visuals
Media
Pamphlet
Pictures from Twitter

7. Pamphlet
distributed in 5 mayor cities
across the Netherlands.

8. Pictures from Twitter
over 60 people posted pictures
of the pamphlet within 2 days.

9. Results
The weekend the pamphlet was posted in the
streets over 100 people used the hash tag
#AC3_Connor to tell that they have seen the
tomahawk poster. 60 of them were accompanied
by a picture to proof.
These 109 tweets reached 33,408 followers in
only three days.

10. Be unique to stand out.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com