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Activision
Call of Duty: WWII Reassemble!

RAN IN:

CLIENT
Activision

AGENCY
72andSunny *Lead Agency

Glenn Cole, Founder, Creative Co-chair
Bryan Smith, Executive Strategy Director
Matthew Curry, Group Creative Director
Simon Hall, Group Brand Director
Daniel Teng, Strategy Director
Tim Wolfe, Creative Director
Rob Teague, Creative Director
Sam Wright, Strategist
Alex Morrison, Strategist
William Nader, Brand Manager


OMD


Imperial Woodpecker


SUMMARY

Call of Duty (CoD) was born in America, but Europe and APAC are key to our success–and these markets present unique challenges. First Person Shooter games aren’t as popular there and CoD’s brand of hyper-American rah-rah action doesn’t always resonate.
For CoD:WWII to be successful, we needed a global idea that all markets could get behind. We found the answer in enduring camaraderie–reminding players that the bonds forged in CoD are lifelong.
Our idea returned the most global Lapsed players in 9 years, making CoD:WWII the biggest game of 2017.

CASE VIDEO


Audience: Lapsed Call of Duty players (M/F 25-35)

Objectives: Return lapsed customers

Type: Business to Consumer

Language: English