To conceptualise and design communication for the newly available XBOX 360 game, Robotech Battlecry.

A bigger than usual direct mailer was delivered to probable gamers by XBOX 360. At first glance, the box appeared like a first-aid kit. On opening it the gamers were surprised to find a fully loaded tool-kit. A message on one of the inside panels read, ‘Gear up for the battle of the machines’. The details of how to purchase the game online completed the copy.

The activity led to massive sales of the game with immediate effect. Unexpectedly, it also led to increased sales of the XBOX 360 console.