Capcom
Resident Evil 3
INDUSTRY
Gaming
PLATFORMS
47%
Decrease in CPM (Demo Campaign)
26%
Decrease in CPM
(Launch Campaign)
1.8X
More efficient overall
campaign CPM*
*compared to Resident Evil 2 campaign
"Shuttlerock helped Capcom with creating new content from existing assets to populate our digital channels. I think that was one of the biggest challenges because, from a campaign standpoint, we were hampered with a lack of different video assets"
Roland Hu
Associate Brand Manager,
Capcom
Capcom is a leading video game developer, known for releasing popular franchises such as Monster Hunter™, Street Fighter™, and Resident Evil™.
2020 saw Capcom launch a reimagined version of the popular survival horror classic Resident Evil 3: Nemesis. By rebuilding the game from the ground up with cutting-edge visuals and modern gameplay, Capcom was able to introduce a new generation of gamers to the franchise, whilst simultaneously providing a nostalgic experience to those who played and loved the original.
Challenge
20 years after the release of the original game, it was clear to the team at Capcom that its promotional strategy would need to be centered around digital channels such as Facebook and Instagram. These platforms had previously proven to be the most effective ways to both reach and engage with Capcom’s target demographics, making the success of Resident Evil 3’s release hinge heavily upon a strong digital campaign.
This digital focus, coupled with the fact that Capcom planned its release in different stages leading up to the game’s launch date, meant that it required a wide range of creative assets, each optimized for Facebook and Instagram.
In order to push start on the campaign, Capcom and its media agency, Powerphyl Media Solutions, required a creative partner that could create new video content from their existing library of assets. Having worked with Shuttlerock on two previous title launches, including the launch of the reimagined Resident Evil 2, Capcom and Powerphyl trusted Shuttlerock to produce a set of captivating, hype-inducing video ads that brought awareness to the game’s release, encouraging viewers to get their hands on a copy.
Solution
Input asset:
Game Trailer
9:16 Stories
1:1 In-Feed
16:9 In-Stream
Capcom provided Shuttlerock with a set of existing assets including gameplay footage, key art, and a trailer. From these input assets, Shuttlerock’s team of in-house designers were able to reconcept and recraft them into video ads optimized for various placements across Facebook and Instagram. Shuttlerock created a number of different executions based around variants such as duration, messaging, and placements - giving Capcom all the assets needed for the different stages of the campaign.
Shuttlerock first developed a set of 15-second story-driven ads by adapting the game trailer, making it mobile-friendly, adding in bold copy, and featuring a strong CTA over the game’s key art. The ad featured fast, sharp transitions, enabling the game’s story to be condensed down into a short, engaging (and terrifying) narrative.
The next set of videos were even more concise, just six-seconds long and made solely from the game’s key art - imagery that first garnered excitement at the game’s announcement and that would carry on to players’ homes. Animation was used to bring this imagery to life, amplifying the dark, foreboding tone of the game. In order to keep the creative fresh, variations of this ad were also made featuring different iconic characters.
9:16 Concept 1
9:16 Concept 2
9:16 Concept 3
Input asset:
Game Key Art
For both the 15-second and 6-second sets of videos, two different CTA versions were made. The first, with a “Download Demo Now” CTA, were deployed by Capcom earlier in the campaign, giving audiences a chance to demo the game ahead of its launch. The second debuted at launch, swapping in a more actionable “Buy Now” CTA.
Each of the Shuttlerock-produced video ads were created to build anticipation, teasing the game to key audiences with video that highlights the atmospheric intense elements of the game.
“Resident Evil 3 was our third campaign working with Shuttlerock. We now consider them a trusted partner who we can depend upon to produce high quality, compelling video creative that ultimately helps us to hit our campaign goals.”
Roland Hu
Associate Brand Manager,
Capcom