Rainbow 6 Siege X

Acquire new players with innovate, social-first global launch campaign featuring real stories from real players

Details:

Role: Director, Brand Creative
Client: Ubisoft
Agency: Ayzenberg
Production Partner: 1Park9

The Challenge:

Rainbow Six Siege exists in a crowded FPS marketplace, one dominated by high budget CG cinematics focused on developing fantasy lore. But after 10 years strong, what makes Siege so special is something different: Our strategy uncovered that the heart of Siege has always been its community. It’s the players, their passion, and their stories that make the special sauce of Siege sing.

With our strategic point of view, we set out to help Ubisoft craft a launch campaign for Siege X that could prove to core players that this new iteration of Siege is different, and to prospective players that Siege has ALWAYS been different. Lucky for us, players kept saying the same thing: “Siege hits different because….”

With that insight, we traveled around the country getting the story straight from the mouths of every people, content creators, and esports pros. We captured real stories, real gameplay, from real players.

From hours of footage we crafted a ground-up, social-first, modular, global launch media campaign communicating why SIEGE HITS DIFFERENT across 30 unique trailers in three core languages. Each video let the players speak for themselves, allowing us to cast a wide net of reasons to believe, multiplying our chances to connect with newcomers.

Each social-first video brought to life a different way in which “Siege hits different,” covering topics such as strategic destruction, emergent gameplay, heart-pumping competitive play, how Siege lets players out-think their opponents, as well as deep dives into real player stories.

Results:

→ Compared against the traditional trailers in market during launch, our creative produced 95% of all new player acquisition for the campaign – a staggeringly successful conversion rate
→ Our content was so engaging that our video view retention was 133%, meaning viewers finished our videos in full and then kept watching again past the loop point
→ Our creative achieved the best CPA across the entire media mix, increasing LTV 3x above benchmark
→ Innovative campaign set the creative bar for client Ubisoft