Brand: Microsoft XboxAgency: McCannCountry: USA
The objectives were simple:
- Show how the adaptive controller brought Microsoft's brand mission to life.
- Increase brand love.
The key perceptions we wanted to shift were:
- Perceptions of Microsoft as "a brand that empowers people to achieve more" (Microsoft's brand mission).
- Microsoft brand love.
- 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...