Capcom
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A multi-media global gaming launch, taking a niche franchise to the mass market.
Challenge
Resident Evil 6 is the latest instalment of Capcom's flagship franchise. We were tasked with launching the game globally across a 9-month campaign period and doubling sales.
Solution
In order to generate universal appeal and stay true to the dark heritage of the franchise, we created a storytelling vehicle that spanned the 9 months, and focused on one simple emotion. Our idea was to ask people what they would do if they faced such an apocalyptic event, if they had "no hope left.
Results
The campaign encouraged a huge amount of interaction with nohopeleft.com and overall, the campaign helped to make Resident Evil 6 the fourth biggest global release of 2012.