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Digital
Branded Content

Silver Winner

Entrant: McCann London, London
Xbox / Halo - "Squadvertiser"


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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

Agency Producers: Dheerna Parmar/Clare Mann

Head of Production: Sergio Lopez

Integrated Creative Director: Chad Warner

Creative Technologist: Andrei Andreescu

Design Studio: Ellis Faint/Liam White/Robert Freeman/Amelie DeRoche

Retoucher: John Martin

Digital Company: MRM, London

Digital Designer: Colin Lee

Design Director: Michael Thomason

Graphic Designer: Danny Elliot

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’ like-minded 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.