AdForum
phnx-awards logo PHNX Awards

PHNX Awards

Premio creativo
Paris, Francia
Xbox / Microsoft - "Xbox Tourism Rough Guide" by PHNX Awards 2020

Filter results by

TitoloXbox Tourism Rough Guide
BriefAlthough Xbox is an established brand amongst the gaming community, there was still a need to expand brand affinity beyond its hard-core audience and attract a new, more mainstream audience who didn’t care about action and weapons, traditionally the focal point of videogame marketing.We created the first-ever new reason to purchase games. Not to play. To visit.Because games had become so beautiful and detailed, we promoted them as genuine travel destinations. In a ground-breaking partnership with one of the world’s leading travel publishers, we created ‘The Rough Guide to Xbox’ – the first travel guide for virtual worlds, enabling people to engage with games in a brand new way. The transformation was completed with a range of online and offline multi-channel activations that all made people perceive videogames as viable tourist destinations, and created added utility once the world could no longer travel.
Agenzia
Campagna The Birth of Gaming Tourism
Cliente Microsoft
Marca Xbox / Microsoft
Data di Prima Diffusione/Publicazione 2020 / 4
Prodotto Xbox One X Enhanced
Settore Consolles per Video Games
Trama CHALLENGE Videogame marketing has always focused on characters and weapons. How could Xbox target a new audience who didn’t care about the violence? IDEA We created a new reason to buy games. Not to play. To visit. Because games have become so vast and lifelike, they can be sold as destinations. Xbox transformed into a travel brand, for the first time promoting not gameplay, but games as tourist destinations. It was all built around a groundbreaking partnership with global travel guide publisher Rough Guides, which worked just like their guides to countries, but with all the advice entirely for virtual worlds. Launched at the UK’s largest travel expo, the idea changed how people experience games, and the shift was amplified on everything from tourist board-style ads to in-game guided tours to selling console bundles as package holidays. It was not just a new lens on gaming, but a new lens on travel. RESULTS - Debuted in 29 countries and counting - 4x average response rate - 55% traffic increase - 67% above average engagement rate
Tipo di Media Case Study
Entrant Company McCann London
Production Craft; Fire Without Smoke
Production Momentum Worldwide; MRM//McCann
Production Clockwork; Attention Seekers; Rough Guides
Brand Partnerships MIAI
PR Assembly (Edelman)
Chief Creative Officer Rob Doubal
Chief Creative Officer Laurence Thomson
Executive Creative Director  Jamie Mietz
Executive Creative Director  Sanjiv Mistry
Senior Copywriter Jim Nilsson
Senior Art Director Jacob Björdal
Director Jim Nilsson
Director Jacob Björdal
Senior Creative Juan Peirano
Senior Creative Hetu Negri
Head of Strategy Karen Crum
Senior Planner James Appleby
Senior Planner Fanni David
Planner Thomas Keane
Head of Art Dan Howarth
Designer Matthew Thomas 
Designer Nazima Motegheria
Creative Artworker, Visualiser, Retoucher Angelika Juszczyk
Project Director Clare Prager
Project Manager Anna Curtis
Senior Project Manager Hannah Graff
EVP & CCO, McCann UK Rob Smith
Managing Partner Sailesh Jani
Senior Account Director Nicole Robinson-Spaude
Account Director Lynne Carter
Account Director Andy Wynn
Account Director Melanie Vickers
Senior Account Manager Robert Stockton
Senior Account Manager Conor Lloyd
Account Manager Anastasia Imam
Account Manager Lucy Manning
Account Executive Eloise Thompson
Chief Production Officer EMEA Sergio Lopez
Lead Executive Producer Sophie Chapman-Andrews
Executive Producer Kin-man Ly
Head of Studio Ellis Faint
Producer Alex Dougan
Junior Producer Harvey Winter
Producer Jeremy Reichman
Junior Producer Aurelija Salickaite
Print Producer Liam White
Print Producer Steve Tester
Producer Angelo Tsolkas
Producer Jamie Cooper
Director Ben Twiston-Davies
Art Buyer Pam Oskam
Art Buyer Julie Hughes
Studio Imaging Director John Martin
Senior Retoucher Rob McDonald
Senior Editor Matt Dollings
Senior Editor Paul Jenkinson
Editor Sabina Dallu
Creative Researcher Holly Webster
Print Studio Manager Robbie Maynard
Creative Technologist Tai Smith
Photography Duncan Harris
Photography Josh Taylor
McCann London Rob Doubal, McCann London, Chief Creative Officer McCann UK and Co-President
McCann London Laurence Thomson, McCann London, Chief Creative Officer McCann UK and Co-President
Executive Creative Director Jamie Mietz, McCann London
Executive Creative Director Sanjiv Mistry, McCann London
Senior Copywriter Jim Nilsson, McCann London
Senior Art Director Jacob Björdal, McCann London
Director Jim Nilsson, McCann London
Director Jacob Björdal, McCann London
Head of Strategy Karen Crum, McCann London
Senior Planner James Appleby, McCann London
Senior Planner Fanni David, McCann London
Planner Thomas Keane, McCann London
Head of Art Dan Howarth, McCann London
Designer Matthew Thomas, McCann London
Designer Nazima Motegheria , McCann London
Project Director Clare Prager, McCann London
Project Manager Anna Curtis, McCann London
McCann UK Rob Smith, McCann London, EVP & CCO
Managing Partner Sailesh Jani, McCann London
Senior Account Director Nicole Robinson-Spaude, McCann London
Account Director Lynne Carter, McCann London
Account Director Andy Wynn, McCann London
Senior Account Manager Robert Stockton, McCann London
Senior Account Manager Conor Lloyd, McCann London
Account Manager Anastasia Imam, McCann London
Account Manager Lucy Manning, McCann London
Account Executive Eloise Thompson, McCann London
Chief Production Officer EMEA Sergio Lopez, Craft/McCann
Lead Executive Producer Sophie Chapman-Andrews, Craft/McCann
Executive Producer Kin-man Ly, Craft/McCann
Head of Studio Ellis Faint, Craft/McCann
Producer Alex Dougan, Craft/McCann
Junior Producer Harvey Winter, Craft/McCann
Producer Jeremy Reichman, Craft/McCann
Print Producer Liam White, Craft/McCann
Producer Angelo Tsolkas, Craft/McCann
Art Buyer Pam Oskam, Craft/McCann
Art Buyer Julie Hughes, Craft/McCann
Studio Imaging Director John Martin, Craft/McCann
Senior Retoucher Rob McDonald, Craft/McCann
Senior Editor Matt Dollings, Craft/McCann
Senior Editor Paul Jenkinson, Craft/McCann
Editor Sabina Dallu, Craft/McCann
Creative Researcher Holly Webster, Craft/McCann
Print Studio Manager Robbie Maynard, Craft/McCann
Creative Technologist Tai Smith, Momentum
Photography Duncan Harris, Freelance/Individual
Photography Josh Taylor, Freelance/Individual
Agency (Ideation) McCann London
Production Craft/McCann
Production Fire Without Smoke
Production Momentum
Production Clockwork
Production Attention Seekers
Production MRM//McCann
Publisher Rough Guides
Agency MIAI
PR Assembly (Edelman)