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Game launch

Hackers powered video game launch


Ubisoft Entertainment


Launching video game Watch Dogs 2

01 Task

Launch of Watch Dogs 2

Video game developer Ubisoft wanted to reach a wider audience with its new video game Watch Dogs 2.

To position Ubisoft across national media, we helped develop and set up creative and very unusual collaborations.

02 Solution

Denmark needs more hackers

We developed a campaign called the campaign Denmark needs more hackers that focused on the game but also highlighted a major problem in society – the fact that there are too few IT professionals in Denmark.

A key campaign element was an online hacker test on the website flerehackere.dk (translated: more hackers). We also developed a number of proactive PR and SoMe activities.

We created massive media coverage of the campaign with many articles across national and regional media as well as publicity both online, in print and TV.


19 press reports in regional and national media

8,000 completed the hacker test

1 person tried to hack the test itself (but did not succeed)

No items found.

Want to hear more?

Esben Berg Nielsen

Senior Consultant
+45 26 36 81 22
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Esben advices a number of our IT and tech clients. Esben holds a degree in communication from the University of Copenhagen and has a bachelor in Danish. He is also a co-owner of gallery VESS in Vesterbro.


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