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Digital
Entertainment
Bronze Winner
Xbox / Halo
- "Squadvertiser"
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 Executives: Charlotte Walters/Alice Parker/Rami Noumann
Agency Account Director: AJ Coyne
Agency Account Manager: Tom Oliver
Agency Planner: Thomas Keane
Agency: McCann London, London
Chief Creative Officers: Rob Doubal/Laurence Thomson
Creative Directors: Sanjiv Mistry/Jamie Mietz
Copywriter: Jim Nilsson
Art Director: Jacob Björdal
Head of Production: Sergio Lopez
Agency Producers: Dheerna Parmar/Clare Mann
Integrated Creative Director: Chad Warner
Creative Technologist: Andrei Andreescu
Design Director: Michael Thomason
Design Studio: Ellis Faint/Liam White/Robert Freeman/Amelie DeRoche
Graphic Designer: Danny Elliot
Retoucher: John Martin
Digital Company: MRM, London
Digital Designer: Colin Lee
Production Company: Momentum Worldwide, London
Editors: Daniel Good/Paul Jenkinson
Description of the Project:
Challenge: Increase Halo 5 multiplayer numbers. Insight: Multiplayer relies on having a good team, yet team formation is dependent on luck. Solution: Squadvertiser. It’s Halo meets HR. Rather than advertising Halo, Xbox let teams advertise for new teammates, by creating customised recruitment ads specifying who they need. These ran in paid media to give teams’ needs far reach. By ‘hiring’ likeminded people, friendships formed, leading to more Halo being played. Results: 9000 users daily, 17% ad response rate, Halo 5 became the most-played game on Xbox Live.