The launch of the new FINAL FANTASY XIV expansion presented a unique opportunity to engage both existing fans and potential new players. With a rich history and a passionate fan base, the game has long been a staple of the MMORPG genre. The challenge was to capture the attention of those who hadn't yet experienced the world of Eorzea and to provide a rallying point for the community as they prepared for early access to the new expansion. Our role was to support the FINAL FANTASY XIV team in creating a memorable launch event that would resonate with both audiences across the UK.
The strategy focused on an innovative activation: bringing an iconic element of FINAL FANTASY XIV into the real world. The Aetheryte, a central game feature, was chosen as the centerpiece of the campaign, placed in the bustling heart of London at King’s Cross. This Out of Home 5 / 15activation was designed not only to capture the attention of passersby but also to serve as a tangible symbol of the game’s immersive experience.
To amplify the reach, a mix of mainstream and specialist media was targeted to ensure wide coverage. The efforts led to significant syndication on major platforms like Yahoo and MSN, which helped boost the campaign’s visibility. The momentum picked up with strategic follow-up actions that generated additional buzz and positioned the expansion as a welcoming invitation to the game’s global community.
Over
UMVs through Media Coverage
Positive Sentiment on Social (reported by the Square
Enix social team)
