Laurence Thomson
Co President & Chief Creative Officer at McCann London
London, Reino Unido
TítuloVisit Xbox
Agencia
Campaña VisitXbox
Anunciante Microsoft XBOX
Marca XBOX
Fecha de primera difusión/publicación
Sector Empresarial Consolas de videojuegos
Sinopsis Challenge:Videogame marketing has always focused on characters, guns and explosions. How could Xbox attract a wider audience who didn’t care about the violence?Idea:We created a new reason to buy games.Not to play. To visit.Xbox transformed into a travel brand, promoting not gameplay, but the locations in games – all built around a groundbreaking partnership with global travel guide publisher Rough Guides. The Rough Guide to Xbox worked just like their travel guides to countries, but for the first time the advice was entirely for virtual worlds.It changed how people experience games, and we amplified that shift across all channels, with tourist board-style commercials and OOH ads, in-game guided tours, selling console bundles as package holidays and even applying for official tourist board accreditation.Results:- Debuted in 29 countries and counting.- 4x average response rate- 55% traffic increase
Medio Interactivo
Duración
Responsable de la creación
Responsable de la creación
Director ejecutivo de creación
Director ejecutivo de creación
Senior Creative
Senior Creative
Realizador
Realizador
Head of Strategy
Planner Director
Planner Director
Director artístico
Diseñador
Diseñador
Project Director
Director de proyectos
Managing Partner
PR Senior Account Director
Director de cuentas
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Ejecutivo de cuentas
Responsable de la creación
Chief Production Officer
Productor ejecutivo
Productor
Productor
Producción
Postproducción

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