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

Objectives

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...