Laurence Thomson
Co President & Chief Creative Officer at McCann London
London, 英国
标题Visit Xbox
广告公司
广告战役 VisitXbox
广告主 Microsoft XBOX
品牌 XBOX
首次发布日期
行业领域 视频游戏/电玩控制器
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
媒体类别 互动
长度
首席创意官
首席创意官
执行创意总监
执行创意总监
Senior Creative
Senior Creative
导演
导演
Head of Strategy
Planner Director
Planner Director
美术指导
设计师
设计师
Project Director
项目经理
Managing Partner
PR Senior Account Director
客户总监
客户经理
客户经理
客户经理
客户主管
首席创意官
Chief Production Officer
执行制片
制片
制片
制作
后期制作

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