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Visit Xbox

Visit Xbox | Xbox | McCann Erickson
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basics
Industry: Toys & Games
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

‘Visit Xbox’ is relevant for Brand Experience & Activation because it let the world experience a gaming brand in a completely different way: as a tourist board for virtual worlds.

To promote graphically enhanced games, Xbox transformed into a travel brand across every touchpoint: film, press, OOH, digital. We let people experience gaming tourism in the real-world, through guided tours of games live streamed in DOOH and a travel guide book to games, written and published by Rough Guides.

The executions didn’t just establish Xbox as the ultimate platform for beautiful gaming worlds. They also droves sales of our destinations.

Background

Xbox One X Enhanced games have been optimised for Xbox’s most high-spec console. This means they can have technical improvements like 4K resolution, HDR, improved textures, and a lot of other complicated stuff. While these technical benefits appeal to the most dedicated of Xbox fans, they don’t really mean anything to a wider audience.

To justify the purchase of this high-spec console and games, just communicating the technical specs wouldn’t be enough.

How could Xbox bring to life the technical superiority of Xbox One X Enhanced games to a mainstream audience?

Describe the creative idea (20% of vote)

A gaming brand became a travel brand.

Breaking all the conventions of games marketing, Xbox ignored the action, bad guys, and oversized weapons. Instead, we started promoting the incredible locations available in games. With ‘Visit Xbox’, the Xbox brand transformed and started behaving like a tourist board.

This changed how customers experience the Xbox brand, across digital and real-world media. Instead of action-filled trailers, we created tourist board-style commercials. We applied for accreditation from the Association of British Travel Agents. Across print, OOH, and social, we invited people to experience amazing virtual locations. We even created live guided tours and the first-ever travel guide book to gaming worlds, published by Rough Guides.

By asking people not to ‘Buy’ but to ‘Visit’, this campaign reimagined the customer journey, with a transformed e-commerce experience that let you find and purchase games based on the locations available in that world.

Describe the strategy (20% of vote)

To promote Xbox One X Enhanced games, Xbox faced a tough challenge: how do you promote complex technical benefits like 4K, HDR, and 60 FPS, to a mainstream audience?

Xbox had to look beyond the normal way of promoting games. To justify the purchase of Xbox’s high-spec console and games, we had to get people to appreciate Xbox One X Enhanced games in a new way.

So Xbox decided to transform into a travel brand, thereby changing how people discover, experience, and purchase games. We no longer promoted games – we promoted destinations.

These beautiful game locations spoke to the audience on an emotional level, giving them a new reason to buy Xbox One X Enhanced games: not to play, but to visit.

Describe the execution (30% of vote)

With ‘Visit Xbox’ a gaming brand’s media plan emulated the travel sector.

It is a global platform that has gone live in 29 markets across the world. So far, it has come to life in a 70” tourist board-style commercial, a series of DOOH executions, press ads, contextual ads on flight search sites, interactive social formats such as Instagram carousels, ABTA application, and livestreamed guided tours. Renowned travel guide publisher Rough Guide also researched and wrote a travel guide to gaming worlds – The Rough Guides to Xbox.

All executions lead to a .com site that lets people discover and buy games in a new way. Instead of searching by title or genre, customers browse locations sorted by different themes (like cities, beaches, and more). To further drive sales of consoles and games, Xbox also promoted package holidays – bundles based on themes like city break and tropical holiday.

List the results (30% of vote)

- Live in 29 markets
- 55% increase in traffic to Xbox One X Enhanced
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Cannes Lions International Festival of Creativity 2019
Bronze Brand Experience & Activation
Launch / Re-launch
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