Microsoft Xbox: Changing the game

Microsoft, a technology corporation, launched a campaign in the US to show how the adaptive XBOX controller brought Microsoft's brand mission to life, and increase brand love and perceptions.

Campaign details

Brand: Microsoft XboxAgency: McCannCountry: USA


The objectives were simple:

  1. Show how the adaptive controller brought Microsoft's brand mission to life.
  2. Increase brand love.

The key perceptions we wanted to shift were:

  1. Perceptions of Microsoft as "a brand that empowers people to achieve more" (Microsoft's brand mission).
  2. Microsoft brand love.
  3. Perceptions of Microsoft as a leader in innovation.

Given the large size of the audience and the fact that Microsoft is a well-established brand, increasing these perceptions by 5% each would significantly impact the brand.

Summary of the work

Microsoft is one of...

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