Lancio di Horizon Forbidden West Sony Interactive Entertainment Italy

Horizon Forbidden West is the second installment in the famous video game saga which has as its protagonist Aloy, a strong and determined leader as well as a revolutionary female character for the gaming world. The successful series conceived by Guerrilla Games has landed on PlayStation 5 allowing audiences to re-immerse themselves in a post-apocalyptic world populated by machines and tribal factions.

In February 2022, for Celebrating the release of the game, Aloy has become the lynchpin of a ‘communication action rich in meaning: first it is a temporary statue installed in Florence, in Piazza Madonna della Neve, in the Murate Complex (curated by H48) to follow, becomes the face of first digital cover by Vanity Fair Italy.

Aloy is a virtual yet realistic icon, the bearer of a small revolution: she is a woman in an imaginary world where gender differences no longer exist and opens the door to a possible future in which the value of diversity wins.

Underlying the project, a great work of storytelling, multi-handedly with SIE and Guerrilla Games, and the construction by Spencer & Lewis of a complex PR and media relations strategy articulated on multiple levels and targets: coordination of editorial action with Vanity Fair, a set of exclusives with mainstream and gaming press, and all-media coverage and launch of the activity.

The campaign generated as many as 146 outputs, divided into 79 mainstream and 67 in the trade press. The following were disseminated 11 reports on major national broadcasters (Rai, Mediaset, Sky and La7) and published 6 articles in daily newspapers national and local. The activity carried out involved a’ total audience of 668,109,777.

The PR & Media Relations strategy has won several awards:

• Best communication campaign in the category “Product Launch” (first place) at “The PRize”, the award dedicated to Public Relations promoted by UNA – Companies of Communication United;
• Best Product and Brand Communication Campaign (first place) at the Touchpoint Engagement Awards 2022.