In an incredibly crowded and competitive landscape, Croud were tasked with delivering an integrated launch campaign for Frontier’s latest video game, Planet Zoo. Having delivered an extremely successful launch for their Jurassic World Evolution game the previous year, the pressure was on - and made all the more challenging due to the paid media budget being just 10% of what it was for Jurassic World Evolution.

Our strategy was to build engagement via consistent and precise targeting throughout the journey. We designed sequential messaging that spoke to consumers at each stage of that process: from initial awareness, to pre-order, to purchase. Because of its reach and targeting capabilities, YouTube was at the heart of that approach, but was greatly supported by the activity outside of this environment.

Disruptive creative was key to the success of the campaign, as was taking a joined-up approach across channels. For instance, when Frontier launched out-of-home ads around King’s Cross, we used geo-fencing to re-engage with users who were likely to have seen the ads. And we also tapped into relevant offline events, such as the release of the new Lion King film, to drive maximum media efficiency.

Despite reduced paid media budgets, the Planet Zoo launch was a resounding success. By the end of the pre-order phase alone, we had driven an amazing 2.5m new users and 17.9m video views. And the cost-per-action from paid media activity was 75% lower than for Jurassic World Evolution. Thanks to an integrated launch campaign, Planet Zoo achieved a day-one PC launch record for Frontier, as well as becoming the global number one bestseller on games platform Steam.

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