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Multi-platform Campaign

Silver Winner

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

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 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

Retoucher: John Martin

Production Company: Momentum Worldwide, London

Digital Company: MRM, London

Digital Designer: Colin Lee

Editors: Daniel Good/Paul Jenkinson

Design Director: Michael Thomason

Graphic Designer: Danny Elliot

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

Description of the Project:
Xbox wanted more gamers to play Halo 5’s multiplayer. But multiplayer is only as good as the multiplayers. And currently, there’s no way to guarantee getting good teammates. Team formation involves being randomly matched with other players, many of whom are selfish, or abuse and betray you.
Squadvertiser. It’s Halo meets HR. Rather than advertising Halo, Xbox launched a digital tool that let teams advertise for new teammates. With Squadvertiser they could create customised recruitment ads, specifying precisely the candidate they were targeting. These ran as billboards, banners, print and social media to get teams’ needs in front of a wide audience of potential recruits. All these media always led back to the central utility, creating a coherent user journey from channel to channel that helped to build the idea.
For the first time, Halo gamers could ‘hire’ who they wanted, forming lasting friendships in the process, leading to more Halo being played.
- Squadvertiser is used by 9000 gamers daily
- Ads have a 17% response rate
- Halo 5 became the most-played game on Xbox Live