Xbox All Access is the best way to upgrade to next generation gaming. Instead of paying hundreds of bucks at once to buy a new console, you pay for it over time, with no interest. And, you get the Game Pass library, which lets you explore 100+ games and game with your friends. Pretty sweet, considering it starts at 24.99 a month.

Between the price, the console, and the games you get, it was positioned as a “triple threat.”

Problem was, Xbox All Access had awareness, but people still didn’t understand how the program works. After all, it’s a lot of stuff to cover in an ad campaign, or a single spot. So, we were tasked with coming up with content that demystified the service, educated gamers on how it all works, in a culturally relevant way that would generate plenty of earned media headlines.

We had Andre Braugher — firm yet empathetic, wise yet relatable — host a master class: Figuring It Out with Xbox All Access. The series showed how Xbox All Access is a smart, responsible way to upgrade your gaming experience, that will help you learn other smart, responsible skills in every facet of your life. By going “All Access” you can find yourself becoming wiser with everything: your money, your time, and … well, everything else.

The spots were tongue-in-cheek, self-aware, and highly irreverent. While Andre portrayed this authoritative, coach-like persona, you couldn’t help but wonder if he actually had everything figured out (because spoilers, nobody does.)

Spending all your savings on an Xbox console isn’t smart. If you don’t have the funds, you shouldn’t do it. Yet, people do. But with Xbox All Access, there’s a new, responsible, financially savvy way to save some money upfront and still be able to play the newest Xbox.

In a way, Xbox All Access represents a gateway to other smart decisions in your life. It’s a sign of maturation, of wisdom, of “getting your life together,” which is especially important for our audience of Millennial gamers who are always on the lookout for tips and tricks for “adulting.”

Our positioning was simple: Xbox All Access perfect for smart, responsible people, because it’s a smart, responsible way to upgrade to a next-gen gaming experience.

Tons of people got a master class in Xbox All Access with 65.3M total in reach. And the class clearly had an impression, as the campaign had 3 of the top 4 @Xbox tweets for April — massive. But did it decomplicate the service? Did people understand it? Of course they did, with a 2.5X jump in positive sentiment towards Xbox All Access! And who doesn’t love dogs? The Corgi custom controller and jacket tweet alone reached 6.2M individuals and generated $665,000 in US earned media.