Thijsvandewouw.com Website Review

Thijs van de Wouw - Senior Strategist - Droga5

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Activision - Destiny Ghost — THIJS VAN DE WOUW

Bringing video games into the smart home with the most immersive gaming companion ever made. Full case study here. The Challenge: Destiny 2's m ive video game universe can cause new players to feel intimidated and overwhelmed. Insight: Voice technology has become more prevalent, simplifying people's lives in useful and magical ways. Idea: Our idea was to bring 'Ghost' to life into the connected home, innovating and enhancing the Destiny 2 experience. The Ghost Skill creates a better, more seamless experience for gamers and shows the power of integrating intelligent voice controls into video games in a thoughtful and useful way. - Change the game in real time with simple voice commands (Alexa, ask Ghost to equip my raid loadout) - Effortlessly message friends without picking up a phone (Alexa, ask Ghost to call for backup) - Ghost delivers over a million possible responses based on what you've already accomplished (Alexa, ask Ghost what's next) My role: Together with a Creative Director and an Account Supervisor, my role was to lead the entire product development, including product definition, prototyping and roadmapping. I was also responsible for leading the Go-To-Market Strategy. Results: Amazon's #1 Ranked Gaming Skill 400+ million Social + PR Impressions 7X boost in game sales when announced +1 Million commands given so far Awards Cannes Lions International Festival of Creativity Silver Lion - Innovative Use Of Technology Clio Awards Gold Clio - Category: Medium Innovation Silver Clio - Category: Apps The One Club Award for Integrated Digital & Physical Product Webby Awards Nominee for Experimental & Innovation Adweek's Project Isaac Awards Best in Gaming Invention

THIJS VAN DE WOUW

SENIOR STRATEGIST - NEW YORK CITY

Activision - Call of Duty IW Reveal — THIJS VAN DE WOUW

The Brief Announce the brand-new Call of Duty game in a memorable and innovative way. The Strategy While we could have announced the new Call of Duty game, Infinite Warfare, through any number of paid media outlets and reached millions of people. But why do that when you can deliver a memorable message through the game itself?   We created a four-day Hostile Takeover puzzle for gamers inside Black Ops 3, Activision's m ively popular 2015 COD title, that culminated Monday with the reveal trailer for Infinite Warfare.  The Execution We announced a NukeTown Weekend in advance, to trigger Black Ops 3 players to play the map all weekend. During the weekend, players noticed a mysterious spaceship hovering overheard in the cinematic that ends the level. The next day, on Saturday morning, the bad guys from Infinite Warfare infiltrated the Black Ops 3 universe, leaving propaganda all over the place. On Sunday morning, the hero from Infinite Warfare, Lt. Reyes, appeared and directed players to what he described as the only secure communications channel left—Facebook Messenger—where players could interact with him and get help finding clues hidden within the game and elsewhere the internet. Players who found the codes could unlock the Infinite Warfare reveal trailer at 9 a.m. Monday morning, an hour before it was scheduled to be released widely. Those players were rewarded with special content they could carry with them into the new game when it launches this fall. Result More fans and in-game players viewed and engaged with this tease than any previous Call of Duty reveal tease.  In-game Participation - More than 8 million players participated in the in-game tease in Black Ops III. Messenger Engagement - Fans exchanged over 6M messages with the Call of Duty Messenger experience within the first 24 hours. Media Coverage - 171 million media impressions with 43% positive, 0% negative sentiment, including coverage from Mashable, EW, Adweek and CNET. Social Media - 94 million social media impressions, fueled by 1.9 million engagements and 238k mentions.    Year over Year Increase - 5x more impressions, 8x more engagements and 2x the number of mentions across Facebook, Twitter, Instagram and Snapchat compared to last year’s highly successful tease program. Awards  Gold Lion - Cannes Lions International Festival of Creativity - 2017 Most Innovative Use of Social Media or Community Webby Awards 2017 Honoree for Best Use Of Social Media Nominee for Experimental & Innovation 2x ADC Awards 2017 Gold - Digital Experiences - Guerrilla / Stunts Bronze - Digital Interactive - Games for Web or Social Media 4x Shorty Awards 2017 Best Use Of An Emerging Platform Best Use Of Gamification Best in Games Gold - Best Use Of Facebook 2x The Drum Social Buzz Awards 2016 Gold - Most Innovative Use Of Social Media Gold - Best Use Of Facebook

THIJS VAN DE WOUW

SENIOR STRATEGIST - NEW YORK CITY

Activision - Call of Duty Terminal Tours — THIJS VAN DE WOUW

Insight The CoD community was upset that Call of Duty was going to be set in the space. We wanted to reframe the perception that CoD Infinite Warfare is a plausible and realistic warfare. Whether people like it or not, war in space is inevitable. With Elon and NASA expecting us to live on Mars pretty soon, people haven't realized: Wherever man has gone, war has followed.  Strategy War in space will happen.  Moving to space means that the battleground becomes deadlier than ever. The trials of Earth will feel small in comparison to the bad ness that space requires.  This is the ultimate game to prepare you for what's coming.  We wanted to make people realize war in space is going to happen and challenge them to get ready. Idea We created a Call of Duty Messenger Experience that prepares you for the deadliest and most dangerous war you'll ever face. You'll be taken on a guided tour through space - as you explore new environments in the game - and all the myriad ways that space's environment can kill you.

THIJS VAN DE WOUW

SENIOR STRATEGIST - NEW YORK CITY

Sprint - Twice the Price Store — THIJS VAN DE WOUW

The Strategy In a category where growth is solely rooted in poaching the competition’s customers, it is particularly hard to make people switch to the number four in the category: Sprint. Unlocked by the insight that people may like saving money but they hate losing money, our strategy was to show that, by switching to Sprint, Verizon’s customers can stop losing money. The Idea Sprint’s rival, Verizon, charges people twice as much for four lines of unlimited. To show just how ridi us that is, we opened a similar store, the Twice The Price Store, that charges twice the price for everything and is conveniently located right next door to Verizon. The Results More than 103 million social media impressions. 220 million earned media impressions, translating to an earned value of more than $2 million. A Gold Pencil at the One Show.

THIJS VAN DE WOUW

SENIOR STRATEGIST - NEW YORK CITY