Wargaming calls players to ‘get back in your tank’ in new local campaign via Five By Five Global

Wargaming, a global video game publisher and developer, has released its first local World of Tanks campaign via Five by Five Global, to celebrate the launch of its Australia and New Zealand server on November 1.

The film, social and digital campaign encourages World of Tanks players that have gone AWOL to ‘Get Back in Your Tank’ so they can play on the new prime time ANZ server, and enjoy an improved gameplay experience.

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The campaign sees the introduction of Sgt. Major Mayhem, a rambunctious and loyal military man, whose job is to round up the lost men that have defected to other regions or have lapsed because of poor latency. Initially, soldiers are ‘encouraged’ to return to their units immediately by Mayhem, before targeted short films and messaging dial up the rhetoric across Facebook and YouTube.

Says Craig Bailey, executive creative director at Five by Five: “It’s not every day you get to invent a character with such attitude, and to have him lead a campaign about blowing stuff up, ranks high on the Fun-Brief-O-Metre. We’re talking to people who live and breath online combat and we believe Mayhem is just the authority we need to pull them back into line. This announcement is just the beginning and his tank is getting a good service as we speak.”

Nick Wong, head of marketing Australia New Zealand at Wargaming, said as the first campaign in Australia, it was important to do something unexpected, fun and true to Wargaming.

Says Wong: “Get Back in Your Tank is the perfect mix of Aussie humour, sarcasm, and authority ordering our players to get back to their PCs and play World of Tanks on the local server. Five by Five did a fantastic job of creating an engaging campaign which I’m confident will resonate with our players.”

The launch of the Australia NZ World of Tanks PC prime time server on November 1 will also be supported by CRM, PR, and player events in Auckland, Sydney and Melbourne.

Client: Wargaming.net

Sound Engineer: Nathaniel Joyce