Cannes Lions

XBOX GAME CONSOLE

E-CRUSADE MARKETING, Hong Kong / MICROSOFT / 2007

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Objective of this online banner ad campaign is to drive brand and platform awareness for Xbox360, under the global communication message of 'NEXT GENERATION'.The concept rides on the fact that there is lots of misunderstanding and prejudice towards Xbox360, especially in Asia. Xbox is being accused of having: 1) Lack of games; 2) No Asian games; 3) No blockbuster title… quite a number of negatives around the game area which left Xbox outside gamers’ consideration set. After phase 1 video banners focusing on games, here comes the second phase, revealing the key features of Next Generation Console – Wireless, specially targeting the ‘hardcore’ gamers in a very humorous way.

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