Case Study: Capcom drives Resident Evil 3 launch awareness with Biborg’s creative campaign

Capcom launches Resident Evil 3 across 5 countries with Biborg

Biborg was engaged by Capcom to support the European launch of the video game Resident Evil 3. The challenge was to create a campaign that clearly communicated the game's dual offering—the single-player story and the multiplayer Resident Evil Resistance mode—while determining the appropriate share of voice for each. This needed to be achieved with creative media that was effective and sensitive to audience sentiment during the global Covid-19 pandemic.

The solution implemented by Biborg involved developing a creative concept centered on the game's core theme of escape. They produced and localized a suite of above-the-line advertising assets, including a 30-second YouTube Trueview ad and three YouTube Bumper ads, each highlighting a different game feature. Biborg also created an interactive Facebook Canvas to immerse users in the multiplayer Resident Evil Resistance experience. The campaign launched successfully across five European countries.

Capcom