William Bartlett
VFX Supervisor/Creative Director at ITV Creative
London, Großbritannien
TitelChampagne
Agentur
Kampagne Champagne
Werbende Microsoft
Marke Xbox
Datum der ersten Ausstrahlung/Veröffentlichung 2002 / 2
Produkt Xbox
Geschäftsbereich Videospielekonsolen
Slogan Life's Short. Play More.
Story A woman gives birth to a child, the body shoots through the air getting older until it lands in a grave as an old man.
Philosophie BBH sought to broaden the appeal of console gaming by repositioning it as a positive and rewarding experience rather than a dark, sinister, or pointless one. It claimed ownership of the category ‘high ground’ for Xbox instead of talking about product performance or the experience of gaming itself . Xbox focused on the benefits of ‘Play’ and built a unique, engaging brand proposition in the form of ‘Play More’.
Problem Microsoft faced incredible challenges with the launch of its Xbox console in Europe. Not only was Sony PlayStation dominating the market with a massive 91% market share, but Nintendo Gamecube launched at virtually the same time as Xbox, at half the price, and with a considerably bigger marketing budget. Furthermore, Xbox launched in March, a historically console light sales period - 70% of games console sales occur in the 3 months before Christmas.
Medientyp Fernsehen & Kino
Länge
Markt Europe, Großbritannien
Produktionsfirma
Post-Produktion
Spezialeffekte
Regisseur
Produzent
Spezialeffekte
Spezialeffekte
Spezialeffekte
Spezialeffekte
Post-Produktion
Redaktionsbüro
Creative Director
Set Designer
Agency Producer
Beleuchtungsleitung/ Beleuchtung
Tonstudio
Account Handler
Account Handler
Marketing Manager
Art Director
Texter
Cutter

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