Bringing Forza Horizon 3 to Life Down Under

The Challenge

Drive pre-orders and purchase intent of new videogame Forza Horizon 3 (which for the first time is set entirely in Australia) to core and mainstream audiences alike, showcasing how our country has been brought to life in the virtual world.

The Insight

The roads and landmarks featured in Forza Horizon 3 are some of the most iconic locations not just in Australia, but in the world. Whilst they have been brought to life in great detail (using a combination of advanced technology), a lot of our audience have never experienced them in real life, making it impossible to draw comparisons.

The Strategy

Create a real life Forza Horizon 3 experience, taking ten top-tier journalists on a road trip down the Great Ocean Road. In addition to driving the iconic roads in a selection of luxurious supercars and Australian vehicles, guests received a briefing over the airways from Playground Games developer Ben Penrose – one of the team responsible for bringing Australia to life in game. At the end of the day guests received hands-on time with Forza Horizon 3 before general release, driving the same roads in game as they had just driven in real life.

The Result

The ‘Forza Horizon 3 in real life’ video asset we created (which showcased how closely the in-game Australia resembled the roads themselves) supported interview-led articles on some of Australia’s most trafficked motoring, technology and gaming news portals – including a double page spread in Herald Sun alongside pieces on News.com.au, CNET, Car Advice and Drive.com.au.

Forza Horizon 3 was the most pre-ordered racing game in Xbox history and was the number one selling game in week of launch.