THE CHALLENGE
The Tomb Raider brand had lost relevance with young Australian men. We were challenged to launch the 7th iteration of Tomb Raider and get casual male gamers re-engaged.
THE SOLUTION
Our insights showed that casual male gamers have a strong inclination towards good looking, athletic female characters that are adventurous and will take on any challenge. Accordingly, we created the FHM Lara Croft Challenge, which involved readers nominating their girlfriends to take part in a competition to find Australia’s Lara Croft.
The entire budget for this campaign was invested into creating content to revive interest in Lara Croft rather than advertising to try and sell the game itself.
To achieve our outcomes we bought together two credible yet independent partners (FHM and Fox 8) to create and promote the content as their own.
THE RESULTS
Tomb Raider held the number one title position in the sales charts for 6 weeks and exceeded sales objectives by 17%. Additionally, a $350,000 investment into developing the Lara Croft Challenge delivered editorial exposure value in excess of $2m.
