Cannes Lions

THE SIMS 4

FCB WEST, San Francisco / EA GAMES / 2015

Presentation Image
Case Film
Supporting Content

Overview

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Credits

Overview

Description

You Rule evokes a sense of mischief, wonder, achievement, and youthful wisdom, and shows new and seasoned Sims players that there is always room for play in the world of The Sims 4.

Whimsical offbeat instrumentals set the tone for the piece and lead us through 11 different live-action vignettes, each showing a twist as players control the world around them.

Each vignette focuses on a different theme, like mischief (starting a food fight in the cafeteria), fearlessness (stopping a bully in his tracks), creativity (wiping away the ceiling to reveal the stars), or plain and simple youthful defiance (putting professors in a bubble bath together). The story of You Rule encourages a bold perspective on life, and courage in the face of reality.

Execution

Each piece of campaign content was thoughtfully directed to Millennials through relevant media platforms that did not disrupt a player’s world, but lived in it naturally. We wanted the world of The Sims 4 to come alive within our players’ environment, and we achieved that through targeted digital video on Vevo, social and editorial content on BuzzFeed, page takeovers on Pandora, newsfeed video on Instagram, and retargeting banners on Facebook. Our intent was to provide fun, playful, and surprising content that would introduce a new generation of gamers to the Sims franchise.

Outcome

In terms of social engagement, Instagram followers increased over 100%, and we gained 4,000 new followers on Tumblr, 7,000 new YouTube subscribers, and over 17 million views on our launch spot across key global video networks. Our paid social efforts over indexed at 531k social engagements across Tumblr and Instagram, and the Nielsen brand effects study indicates a 15-point lift post-campaign for consumer ad recall.

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