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Grand LIA - Billboard
Xbox / Tomb Raider
- "Survival Billboard"
Corporate Name of Client: Microsoft
Xbox EMEA Head of Advertising: Michael Flatt
Media Companies: EMT/Dentsu Aegis, London
PR / Marketing Company: Edelman, London
Agency Senior Account Executive: Sailesh Jani
Agency Account Executive: Charlotte Walters
Agency Account Director: AJ Coyne
Agency Account Manager: Charlotte Habin
Agency Planner: Thomas Keane
Agency: McCann London, London
Chief Creative Officers: Rob Doubal/Laurence Thomson
Creative Directors: Sanjiv Mistry/Jamie Mietz
Copywriters: Jim Nilsson/Sanjiv Mistry/Anja McGuiness
Art Directors: Jacob Björdal/Jamie Mietz
Head of Art: Michael Thomason
Head of Production: Sergio Lopez
Executive Agency Producer: Tom McLoughlin
Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright
Integrated Creative Director: Chad Warner
Design Studio: Ellis Faint/Liam White/Muhammad Qasim
Graphic Designers: Colin Lee/Danny Elliot
Production Companies: Momentum Worldwide, London/Hothouse, London/Attention Seekers, London
Digital Production Company: MRM, London
Editing Facility: CRAFT Worldwide
Editors: Andy Tusabe/Paul Jenkinson
Sound Engineer: Tim Sutton/Chris Gilbert
Description of the Project:
Challenge: Big games, like big movies, launch with billboards. Yet most are just glanced at. How could Xbox get gamers to engage with the launch of the gritty new Tomb Raider? Solution: Turn an advertising channel into an entertainment channel. Survival Billboard was a billboard on which eight gamers stood in a test of Lara Croft-like grit and inner strength, to win a trip inspired by the game. They faced blizzards, downpours, wind and heat – all controlled by the public via a live stream. Viewers gave up sleep to watch the billboard, supporting and speculating about the people on it. In one day, the oldest advertising medium was reinvented as a gripping reality show. Results: 8 minutes average dwell time (compared to 8 seconds for a regular billboard) £3.8 million in earned media 11000 viewers for 22 hours straight 3.5 million views and 32000 comments in 22 hours