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Maxus UK unveils 'hackable' advertising campaign to launch Ubisoft's Watch Dogs

3 June, 2014

Watch Dogs

LONDON, UK — Maxus UK is launching Ubisoft’s latest action adventure video game, Watch Dogs, through a media campaign which includes Europe’s first Shazam-enabled radio ad. The campaign also includes TV, VOD, cinema and outdoor advertising, with media planning and buying by Maxus.

Watch Dogs, tells the story of Aiden Pearce, a brilliant hacker whose criminal past led to a violent family tragedy. Now on the hunt for those who hurt his family, players will be able to monitor and hack their enemies by manipulating everything connected to the city’s Central Operating System (ctOS). Watch Dogs lets the player use Chicago as their ultimate weapon and exact their own style of revenge.

In a European first, the Shazam app gives radio listeners across Kiss, Kerrang!, XFM and the Capital Network the chance to access promotional content for the game via their smartphones and tablets from the 24th May. A 10 second ad will invite listeners to use Shazam in a 20 second ad to be played a few spots later, in order to gain access to the full length launch trailer.

Across the IGN, CVG and Sky Sports desktop homepages, users can interact with the digital ads via their handheld devices. Using a QR code reader, users will be able to ‘hack’ the ads via their mobile in the vein of Aiden Pearce, altering the layout of the webpage and bringing the concept of the game to life.

A week long partnership with Spotify will give consumers the chance to win Spotify premium memberships, again using a QR code reader or by entering a URL on your mobile device. Once connected, you will be prompted to draw a series of shapes on your phone to be entered in to an instant prize draw.

Wayne Greenwell, brand manager for Watch Dogs at Ubisoft, said: “Watch Dogs is a brand new IP for Ubisoft and is set to be one of the biggest titles in our history. The themes of the game have allowed us to be creative and innovative with our approach to reaching our audience. By including the use of a second screen to interact with our advertising, we have given users the opportunity to experience a fraction of the power that Aiden Pearce enjoys throughout the game.”

Chris Collins, account manager, Maxus, said: “Young gaming audiences demand surprising and innovative ways to capture their imagination. Our media strategy allowed us to bring the game to life through original and innovative use of a multi-platform approach allowing consumers to interact with the campaign on several levels.”

“As part of Maxus’ lean in to change strategy, we secured a European first with the radio-enabled Shazam campaign – an important element that brings the game positioning alive.”

About Ubisoft
Ubisoft is a leading creator, publisher and distributor of interactive entertainment and services, with a rich portfolio of world-renowned brands, including Assassin’s Creed, Just Dance, Tom Clancy’s video game series, Rayman and Far Cry. The teams throughout Ubisoft’s worldwide network of studios and business offices are committed to delivering original and memorable gaming experiences across all popular platforms, including consoles, mobile phones, tablets and PCs. For the 2013-14 fiscal year Ubisoft generated sales of €1,007 million. To learn more, please visit

© 2014 Ubisoft Entertainment. All Rights Reserved. Watch Dogs, Ubisoft, and the Ubisoft logo are trademarks of Ubisoft Entertainment in the US and/or other countries.

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2014), billing upwards of £400 million.

Maxus UK clients include BT, Barclays, L’Oreal, Fiat Group and Ubisoft.
Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named RECMA’s No1 for Vitality in the UK, Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit

Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the only agency born in the digital age and the fastest growing global media network for the last four years (source = Recma). For more information visit

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