Ubisoft gets fit with £1.2m ad blitz

The new Your Shape will be supported by a 1.2m campaign when the Kinect game launches next month.

Advertisements for Your Shape: Fitness Evolved will run from November to January online, on TV and in print, in a bid to attract a mainstream audience.

The title will be backed by advertorials in national lifestyle magazines including Zest, Men’s Health, Cosmopolitan, Closer, Fabulous and more.

The campaign will also spread across a mix of popular websites, blogs and online communities in order to pull in casual gamers, fitness fanatics and non-gamers alike.

Our aim is to really get our product in front of a large audience and educate about its unique technology and benefits,” Ubisoft’s UK brand manager Ombeline Wallon explained to MCV.

Fitness Evolved is the second game in Ubisoft’s Your Shape franchise, and the first on Xbox 360 Microsoft’s motion accessory Xbox 360 Kinect. The original Your Shape was released on Wii last year.

It features ‘Player Projection Technology’ for accurate motion capture, professional fitness trainers, an in-game fitness plan, a range of workouts and a camera angle where the users can see themselves performing on-screen.

The Kinect exclusive has an RRP of 39.99 and is currently scheduled for release in November, around the launch of the motion peripheral.

The results of Your Shape: Fitness Evolved are obviously dependent on the sales of Microsoft’s Kinect,” added Wallon.

But the game certainly has all the attributes to succeed, as well as a strong marketing plan to support it from release all the way to January.

The variety and depth of content will make Fitness Evolved a very serious contender on the market this winter.”