Cannes Lions

AKIBA STEALTH

DENTSU INC., Tokyo / UBISOFT / 2015

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Overview

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Credits

Overview

Execution

The solution connected the game’s virtual world and the reality in Tokyo.

Making the gamer’s favorite city the stage of the event created publicity and successfully increased the number of Assassin’s Creed Unity fans.

- Increased Rate of Purchase Per Console (Compared to previous game): 1540%

- Media Exposure: covered by 144 news sources (such as, Shots, kotaku, Tokyo Otaku Mode, and other major overseas media.)

- Earned Exposure: 1,000,000USD

Outcome

iBeacon measures the proximity more accurately than a GPS. Taking advantage of that accuracy, with a smartphone app linked to iBeacon, users can enjoy the world of the game in real-life, evading disguised enemies and searching for the treasure.

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