M&C Saatchi wins global launch of Metal Gear Solid V: The Phantom Pain

Cristina Blanaru Business, Creativity

Konami Digital Entertainment B.V. has appointed M&C Saatchi to the global launch of Metal Gear Solid V: The Phantom Pain; the most ambitious, most expensive game Konami has ever released.

Metal Gear Solid (MGS) is the iconic and landmark franchise created by legendary producer and director Hideo Kojima. Spanning over 25 years and a variety of formats beginning with the original Metal Gear on MSX through to PS4 and Xbox One, The Phantom Pain makes up the second and final part of Metal Gear Solid V Experience.

Targeting hardcore gamers and loyal MGS fans, and reaching out to a whole new generation of players, M&C Saatchi will create an immersive 360° campaign for the upcoming release of Metal Gear Solid V: The Phantom Pain. The biggest and boldest launch of the franchise, with an anticipated global media spend of £30m, M&C Saatchi’s brief spans communication and brand strategy, web design and build, film, outdoor, print, social, experiential, PR and CRM.

Konami PR image

Launching a new game as important as Metal Gear Solid V is going to be brilliant fun and a huge challenge. This is a truly global franchise that whips up passions and prejudices wherever it goes. We can’t wait

Richard Alford,

Managing Director M&C Saatchi

M&C Saatchi won the business in a competitive pitch run on both sides of the Atlantic including LA-based Ayzenberg, London shop BETC and two other undisclosed agencies.

Metal Gear Solid V: The Phantom Pain will be released in 2015 for PlayStation3, PlayStation4, the Xbox 360 games and entertainment system and Xbox One.

Konami Corporation was established in 1973 and became a Konami Group’ holding company in the end of March 2006. It covers the fields of “Digital Entertainment Business”, “Health & Fitness Business”, “Gaming & Systems Business” and “Pachinko & Pachinko Slot Machines Business”.

Konami Corporation is listed on Tokyo Stock Exchange since 1988, on London Stock Exchange since 1999, and on New York Stock Exchange since 2002. Konami Digital Entertainment B.V. is a wholly-owned subsidiary, responsible for popular franchises like Metal Gear Solid, Silent Hill and Pro Evolution Soccer amongst other top sellers. Konami Group is also the manufacturer of the wildly popular Yu-Gi-Oh! Trading Card Game, which has sold more than 25 billion cards worldwide.

M&C Saatchi UK Group comprises of the following divisions: M&C Saatchi, LIDA, M&C Saatchi Mobile, M&C Saatchi Sport & Entertainment, M&C Saatchi PR, M&C Saatchi MILK, M&C Saatchi Merlin, Human Digital and The Source.