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The NEW
Media Innovation

Finalist

Entrant: McCann London, London
Xbox / Tomb Raider - "Survival Billboard"

Corporate Name of Client: Microsoft

Head of Advertising, Xbox EMEA: 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

Director of Integrated Production: Sergio Lopez

Executive Agency Producer: Tom McLoughlin

Agency Producers: Clare Mann/Lois Newcombe/Chris Cartwright

Integrated Creative Director: Chad Warner

Design Director: Michael Thomason

Graphic Designers: Colin Lee/Danny Elliot

Design Studio: Ellis Faint/Liam White/Muhammad Qasim

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 Engineers: Tim Sutton/Chris Gilbert


Description of the Project:
Challenge:
Launch and bring attention to the gritty new Tomb Raider, all in the busiest game launch period ever.

Solution:
Xbox turned an advertising channel into an entertainment channel. Survival Billboard was a billboard in London, 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, harsh wind and intense heat – all controlled by the public via a live stream. Viewers gave up on sleep to watch the billboard, supporting and speculating about the people on it. In one day, the oldest advertising medium was reimagined as a gripping reality show.

Results:
8 minutes average dwell time (compared to 8 seconds for a regular billboard).
£3.8 million earned media.
3.5 million views and 32000 comments in less than 22 hours.
11000 concurrent viewers for 22 hours straight.