Freeman’s work for Ubisoft’s new retail and new media gaming experience, the “Ubisoft ChinaJoy - Unlock the Next Level” campaign, has earned a silver award for Best Solution - Customer Communication in the 2019 Asia eCommerce Awards.
Organized by Marketing Magazine for the third year, the Asia eCommerce Awards are designed to recognize excellence in e-commerce across Hong Kong, Macau and mainland China. There are a total of 25 categories offered to reflect the breadth and creativity of the industry, and to showcase the best industry players from brands and eRetailers to agencies and enablers.
“We are very honored to be the silver winner in this year’s Asia eCommerce Awards for our work on Ubisoft’s ChinaJoy 2018 campaign. This is an affirmation and encouragement for Freeman’s commitment to live experiences,” said Steven Yu, General Manager, Shanghai, Freeman. “Our work for Ubisoft involved creating a storified brand experience, and allowing more gamers and consumers to experience the charisma of the Ubisoft brand through live interactions with audiences and digital communication on social media. The combination of online and offline brand experiences will be a huge trend in the future of marketing.”
To help Ubisoft achieve its goals at ChinaJoy, Freeman saw an opportunity to combine its expertise in live performance with online to offline new retail activations. The opportunity lied in leveraging the passion and loyalty of Ubisoft’s gamers. Hence, Freeman created the theme of “Unlock the Next Level”, creating never-before-seen experiences by transforming the Ubisoft booth into a creative and engaging gaming world.
Over the four-day exhibition, Ubisoft welcomed a staggering 37,000 visitors in its experience zone, equivalent to 11% of the total attendance of ChinaJoy over the four-day period. On the first day, the brand’s live video streamed over Douyu, China’s streaming video platform for gaming, captured 820,000 viewers, while the total viewership of the live stream reached over 3 million people over the four days.
During the event’s first two days, Ubisoft’s New Retail (offline-to-online/O2O e-commerce) merchandise sales had already topped the previous year’s four-day total. According to official statistics from Ubisoft, the Ubisoft WeChat platform had over 1.6 million visitors in the four days of the event, with around 125,000 online interactions and almost 1,400 pieces of user-generated content from followers. Ubisoft’s official Weibo account also welcomed 32,000 new followers, while its WeChat account saw 46,000 new followers coming on board.
Freeman’s work in crafting an unforgettable gamer experience for Ubisoft at ChinaJoy went a long way in expanding the reputation and influence of the Ubisoft brand. Besides being shortlisted for the Asia eCommerce Awards, the incredible campaign was also honored by CEI Asia’s Event Marketing Awards with three awards: Gold for Best Trade Show; Silver for Best Integrated Marketing; and Bronze for Best Creative Idea. The campaign also clinched the Brand Relationship Awards at the APAC Excellence Awards 2018, the Silver award for Marketing Innovation for New Retail at the ECI Awards and the Marketing Effectiveness Benchmark Award at the BYTE Award.
“This is the fourth consecutive year in which Ubisoft has taken part in ChinaJoy. We always look to provide the best entertainment experience for our fans, and Freeman has helped us fulfill this dream. The combination of the booth design and gaming theme, as well as the offline experiences and online communications, allowed us to engage our fans more effectively. We are delighted that our campaign has been recognized for the Asia eCommerce Awards,” said Wilfried Hary, Communication Director, Ubisoft China.
According to the latest figures from Ubisoft, the Chinese gaming market has scaled to $30 billion USD, accounting for 30% of the global market. Over the years, Ubisoft has been pioneered in creating, publishing and distributing interactive entertainment and service in China, and worked with Freeman once again this year to create online and offline experiences at ChinaJoy. Prior to this, Freeman had also led a team to successfully organize the 2017 League of Legends global competition, creating an exciting competition for around 100,000 live audiences and over 60 million online fans.
Dionne Holder, Managing Director, Freeman China said: “Ubisoft is an important partner of Freeman. We’ve had a wonderful strategic alliance over the past two ChinaJoy conventions. In the future, we aim to continue to accumulate more industry experience in the gaming and e-sports field, and create more unforgettable brand experiences.”
Freeman is the world’s leading brand experience company. We help our clients design and deliver immersive live experiences for their most important audiences. Through comprehensive offerings including strategy, creative, logistics, digital, and event technology, Freeman helps increase audience engagement and drive business results. What makes us different is our collaborative culture, intuitive knowledge, global perspective, and personalised approach, which we’ve gained from our 90 years as an industry leader. For more information, please visit https://www.freeman.com/emea.
Freeman and The Freeman Company are either registered trademarks or trademarks of The Freeman Company in the United States and/or other countries.
All other product names, trademarks and registered trademarks are property of their respective owners.