Planning / Insight / Strategy
Brief
Introduce 'The Sims' to a new audience - broaden its appeal.
Insight
Stigmas and perceptions of computer games and gamers remain. There is a need to demonstrate a deeper relevance to a wider audience.
Proposition
Creativity beyond gaming.
Solution
Bring the phenomena of machinima (film making using game footage) to the UK, through he creation of a short film and short film competition.
Worked with Matt Horne (The Catherine Tate Show, Gavin and Stacey) to create a short film. Screened for 6 weeks at Vue Cinemas.
Extensive media, PR and online coverage driving the public to the campaign website to create and submit their films.
Results
£1m Screen media for £50k.
10 week trailer reel placement, with over 7.5m reach.
PR of over 25m; 'Think Piece' in The Sunday Times, The Sun and The Guardian Guide.
Online partnership with Channel 4 and Virgin.net.
