Campaign Stats:

  • 7 Items of Coverage
  • Air Time: 21 Minutes
  • Audience Reach: 10.1 Million

4media group were tasked by Bandai Namco Entertainment to secure broadcast PR coverage for their new game 11:11: Memories Retold. The game, created by Ardman Animations, is a World War I interactive narrative adventure released to mark the 1918 centenary of the conflict.

Written by Stephen Long and Iain Sharkey, 11th November 1916, a young photographer called Harry (voiced by Elijah Wood) leaves Canada to join the Western Front in Europe. The same day, a German technician called Kurt (voiced by Sebastian Koch) is told that his son is missing in action on the front… They will discover the reality of war, crossing paths, on the front, and the rear, trying to preserve their humanity for their loved ones in the face of disastrous events… If they can come back. At 11am the 11th Day of the 11th Month of year 1918, they will face the biggest decision of their lives…

The campaign was fronted by award winning writer, Stephen Long and Iain Sharkey, who wrote the script for the game. The pair spoke about the importance of the game and the history behind it.

They also discussed the research conducted for the campaign. The research of over 2000 18-35 year olds, conducted by our in-house research division, Atomik Research, looked at how much they target audience of the game knew about WWI. The research revealed that 40% have no idea when the war started and ended- despite it being the centenary this month. Half (50%), couldn’t pinpoint why war broke out in the first place (the assassination of Duke Franz Ferdinand).

The Battle of the Somme was one of the bloodiest battles of the whole war and on the first day almost 20,000 British soldiers were killed- yet 27% of 18-35 year olds had no idea what the Battle was and that it was connected to WWI. Sadly, a further 30% have no idea why we wear the poppy every November.

The broadcast PR campaign secured extensive media coverage across broadcast outlets, including BBC News, London Live, BBC Radio Bristol and more.  You can view the full coverage here.

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