When a gaming icon is set to bring the curtain down on his infamous story you need a campaign to make sure everyone gets involved. From overall marketing strategy through to large format outdoor and all the bespoke treasures in between (social, editorial & trade) 20ten developed a
proposal that spoke to everyone whilst also resonating with the core fan base that had made Uncharted such a loved name within the industry.
This may be the end of his story but we made sure he went out with a bang!
A TRUE SENSE OF ADVENTURE
Original key art was developed to showcase more of the games personality. From sketch through to finished render the key art was a true collaboration between the 20ten studio and the games’ developer, Naughty Dog.
This new art embodied the overall strategy for the game launch - a celebratory expression of the Uncharted franchise, one that meant we did everything with a sense of adventure. This strategy formed the basis for all consumer and internal communications setting a core brand pillar for every facet to live up to.
GAME CAMPAIGN OF THE YEAR
IN ALL SHAPES
The campaign was executed across multiple channels, digital and large scale traditional outdoor and everything in between. Culminating in an in-store activation that truly brought the world of Uncharted to its audiences delivering brand consistency wherever you met Nathan. The campaign for Uncharted 4 formed part of an overall activation that delivered one of the biggest software launches on the platform.
UNCHARTED 4: A THIEF'S END HAD THE STRONGEST FIRST WEEK DEBUT OF THE SERIES, SELLING 66% BETTER THAN IT'S PREDECESSOR AND BECOMING THE THE BEST-SELLING RETAIL GAME IN THE UK.
A LITTLE SOMETHING EXTRA
Working alongside I Love Dust, 20ten created an exclusive piece of Uncharted 4 collectors art that would be used across PR and pre-order initiatives, giving the mast ardent of fans the chance to get their hands on something truly special to mark the culmination of such an epic adventure series.