CD PROJEKT RED has concluded its tender!

Media agency Havas Media has won the pitch for media services for the offline campaign promoting CD PROJEKT RED's latest game – Cyberpunk 2077.

Havas Media's victory

Havas Media will be responsible for planning, optimisation and buying offline media in the upcoming campaign promoting the game Cyberpunk 2077. The game is one of the most anticipated global premieres of 2020 in the digital entertainment industry. CD PROJEKT RED is the studio known for producing The Witcher game series.

The media activities, covering paid media – mainly ATL, are scheduled for November 2020, and the game itself will hit stores on 19 November.

– This victory is important to us, not only for the obvious business reasons, but also because of the opportunity to take part in such a prestigious project, hugely anticipated by fans around the world. That is why we approached it in a completely non-standard way, thinking about the entire campaign in a 360-degree model. The strategy we prepared fitted perfectly with the client's expectations, and thus with the product itself. The solutions were matched to the character of the game – contextual and making use of elements distinctive to the project. Complementing the strategy, we presented fully transparent solutions on costs and the team. Importantly, the entire tender process, from reviewing the brief through to the presentation before the client, took place remotely under quarantine conditions, which was also an interesting experience for us – says Renata Wasiak-Sosnowska, COO of Havas Media Group.

Concepts from the article

Glossary of key terms

ATL — Above The Line / mass communication. Advertising activities conducted in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and building brand awareness.

Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting cannot. A brand known from the screen finds it easier to win online later.

When it is used: When building awareness of a new brand, launching mass products and in image campaigns.

CD PROJEKT RED tender: why Havas Media won the Cyberpunk 2077 account

What omitting it risks: Without mass communication, a brand grows only among those already interested — new audience groups remain out of reach.

CD — Continuous Delivery or Continuous Deployment. The practice of automatically preparing or deploying changes after they pass tests. Delivery usually requires manual approval for production, while Deployment can publish automatically.

Why it matters: It shortens the path from a finished change to a working version for users. Fewer manual steps means fewer opportunities for error during deployment.

When it is used: On every continuously developed project: deployments in small batches after tests pass.

What omitting it risks: Without continuous delivery, deployments happen rarely and all at once — every release is risky, and fixes wait for weeks.

Summary

Havas Media has won the tender for media services for the offline campaign promoting Cyberpunk 2077 – one of the most anticipated game premieres of 2020. The ATL activities are planned for November, and the game's premiere will take place on 19 November. Renata Wasiak-Sosnowska emphasises that the tender process took place fully remotely, under quarantine conditions.

Interestingly, the campaign is to be run in a 360-degree model, and the strategy combines contextual solutions with the character of the game. This is further proof that even the digital entertainment industry, associated mainly with online, needs mass offline communication to build awareness among a wider audience.