Xbox Kinect: Australia Kinects
Agency: UM Sydney
Advertiser: Xbox - Kinect
Author: Tristan Burrell
Total Campaign Expenditure: $2-5 million
STRATEGIC COMMUNICATIONS CHALLENGE
For the past 5 years, the video game category has been dominated by Nintendo Wii, leaving the Playstation 3 and the Xbox 360 to battle it out for number two.
Not only did it own the largest share of Australian households, it was also the brand closest to Australians hearts - being seen as ‘fun for the whole family’ (source: Media Brans research 2010 - see supporting data). Meanwhile, of all the gaming consoles...