Call of Duty WWII was Activision’s most important release of 2018 and required launch activity worthy of a blockbuster movie.
The campaign was an opportunity to re-engage with original Call of Duty gamers with a return to the original ‘in-the-field’ format. For the campaign to be successful it had to combine multiple formats that drove both awareness and fame.
We approached the brief from the perspective of a blockbuster movie launch.
We wanted impact, coverage, word of mouth and most importantly, blockbuster sized sales. Whilst traditional formats delivered the necessary reach, we augmented these with a strategically selected mix of impact formats, wraps and one-off bespoke executions.
We designed the first ever use of vinyls placed between existing posters at Oxford Circus Underground, wrapped a train on the Glasgow Subway and took over a tram in Manchester.
A photo-realistic graffiti artist created murals in Shoreditch and Liverpool, with the installation filmed to create video content that was used to great effect across Activision’s social channels and website.
“In 2017 our aim was to look at more innovative and standout formats for our OOH campaign and we achieved this specifically with our mural campaign. Using our key art in a unique way and having street artists recreate it in key locations was very impactful. ”
Rachael Grant, Brand Manager, Activision