Horizon Forbidden West was one of the most highly anticipated gaming titles of 2022, blending action, role-playing, and open-world elements. As the sequel to the widely acclaimed 2017 release, Horizon Zero Dawn, the new game is set in a post-apocalyptic version of Western United States, still reeling from the after-effects of an extinction event triggered by a rogue swarm of robots.

While every exclusive PlayStation title enjoys a global launch, the Romanian market demands a unique touch, infused with local culture and insights. This was no exception for the launch of Horizon Forbidden West.

With a total budget of 25K EUR, the solution had to be both effective and efficient, surpassing established benchmarks:

- generate awareness and reach for the video game launch

- engage gamers with digital content that can deliver a better performance than the benchmarks

- generate earned media to scale up the impact of the launch

Teleencyclopedia, Romania's iconic documentary show, has been continuously broadcasting on the national television channel every Saturday since 1965. For over 50 years, it has been a cultural touchstone for Romanians, combining the educational value of Discovery Channel with the stunning visuals of National Geographic.

In 2022, PlayStation partnered with Teleencyclopedia and took its iconic format to new heights by premiering a four-episode series based on the open-world video game, Horizon Forbidden West. The show utilized the same elements that have made Teleencyclopedia so beloved by Romanians: the iconic intro with its emblematic theme song, the distinctive voice of the narrator, and a storytelling approach that engages and informs. For the first time in its illustrious history, Teleencyclopedia brought the world of a video game to its viewers, in a way that felt both innovative and familiar.

Open-world gamers, regardless of age, have an undying love for a great story, often valuing it even more than the game's technical features or graphics. The storyline is key to the immersive experience that allows them to explore alternate universes as their digital alter egos.

When a highly anticipated global gaming title is on the horizon, one might assume that Romanian gamers would eagerly seize the opportunity. However, that alone is not sufficient. Often feeling undervalued or ignored by global brands, Romanian gamers are most responsive to campaigns that incorporate a local flavor, thereby tapping into their national pride.

PlayStation took this approach to heart, creating a campaign that specifically targeted Romanian gamers by integrating the game universe with Teleencyclopedia's format. The resulting documentary series, featuring four weekly episodes, rekindled the nostalgia for the show that has captivated Romanians since 1965. As a result, the series became an absolute must-watch.

One week prior to launch, PlayStation unveiled a tantalizing trailer for its upcoming documentary series on Horizon Forbidden West. The trailer, which replicated the iconic intro of the original Teleencyclopedia, employed the emblematic theme song from the series and stunning in-game footage to announce the release of its first episode.

With each passing week, a new episode of the series was premiered online, on both PlayStation's YouTube channel and Facebook page. These episodes brought to life the game’s post-apocalyptic world, showcasing its unforgiving nature, tribal cultures, and awe-inspiring machines in a manner that mirrored the classic format of the Teleencyclopedia.

Each episode was narrated by the iconic voice of Teleencyclopedia, guiding viewers through the game's universe in much the same way as the original TV series. Throughout the episodes, viewers were treated to in-game footage and PS5's unique features, which have transformed the open-world game into an unmatched gaming experience.

The series reached a digital audience of 13.5M, with a benchmark breaking 62% average view rate for 5+ minutes videos, hitting the 600K EUR mark in earned media.