01st Oct2011

The Sims™ on tour

Play with life

The Sims™ on tour

What was the brief? The Sims™ has a massive following and appeals to a huge audience demographic. But it doesn’t stereotypically lend itself to experiential activity – it is not an easy ‘pick up and play’ and is a very ‘individual’ game – the experience is personal and often not something someone wants to do in public. But here at Circle we’re always up for a challenge! We were tasked to create a Sims 3 brand experience for EA that celebrates the world of The Sims™ in a way that entertains, educates and emphasises the games mantra of ‘Play with Life’. We needed to encourage 1-2-1 demos, product tutorials and information exchange, while at the same time demonstrating the breadth and depth of play by offering different consumer journeys for various different skill levels. How did we respond? We designed a brand new stand which toured shopping centres and other targeted venues across the UK for 28 days over late 2010 – summer 2011. With the Sims appealing to such a wide audience we designed the stand to provide clearly defined areas for our varying audiences, game types and activities. You can have the best stand in the world, but it’s the team of brand ambassadors that can make all the difference to an experience. We made sure we had our best on board, every brand ambassador out on tour was a Sims lover themselves and knew the game inside out. We offered 1-2-1 demonstrations, introducing the game to brand new consumers and attracting existing players with insights into the myriad of new features in Sims 3 including constantly evolving neighbourhoods, all-new quick challenges and loads of other exclusive extras. Results? As the tour grew more successful and popular it was extended into higher profile shopping centres and festivals with additional activity taking place within an additional external structure that was created to support the tour. Over 1,108,922 people had the opportunity to engage with the experience, 22,391 1-2-1 console, PC, handheld and stage demos and our average dwell time on the stand was 23 minutes.



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