Cannes Lions

XBOX

WMcCANN, Sao Paulo / MICROSOFT / 2012

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Overview

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Credits

Overview

Description

In October 2011, Microsoft reduced the price of the Xbox 360 by half, in Brazil. With such an incredible price, over 500 video game consoles were sold. Santa Claus came out losing since he was no longer getting any gift orders. So, we created a film showing the hard life of an unemployed Santa and in the end we invited people to save Christmas on www.salveonatal.com.

Execution

We used printed and digital media spreading the news that Santa was unemployed. Then we made a film showing the hard life of an unemployed Santa. At the end of the film we invited people to 'save Christmas' by sending Christmas messages through www.salveonatal.com. Every 1,000 messages on Twitter and/or Facebook Microsoft would donate 1 Xbox 360 + kinect to a charitable institution.

Outcome

A group of 8,400 children were very happy due to gaining a more stimulating and fun way to do their daily physical therapy exercises. We gave Santa his job back.We received 50,000 messages, equalling 50 kits (Xbox 360 + kinect) donated to the institutions in less than 1 week.We increased by over 10 times the number of Xbox 360 fans on Facebook, from 12,000 to 132,000 during that period.Mentioned in blogs, news channels, social networks, TV and printed media.

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2022, APPLE

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