|剧情简介||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|
|Senior Creative||Jim Nilsson|
|Senior Creative||Jacob Bjordal|
|Head of Strategy||Karen Crum|
|Planner Director||James Appleby|
|Planner Director||Fannie David|
|Project Director||Clare Prager|
|Managing Partner||Sailesh Jani|
|PR Senior Account Director||Nicole Robinson-Spaude|
|Chief Production Officer||Sergio Lopez|
|制作||Fire without Smoke|
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