HARD TIMES by WMcCann Brazil for Xbox

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HARD TIMES

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Industry Video Games/Consoles
Media Print, Magazine & Newspaper
Market Brazil
Agency WMcCann Brazil
Creative Director Fred Siqueira
Art Director Mauro Villas-Boas
Copywriter Sandro Nascimento
Released October 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: MICROSOFT
Product/Service: XBOX
Agency: WMcCANN
Chief Creative Officer: Washington Olivetto (WMcCann)
Creative Vice President: Guime Davidson (WMcCann)
Creative Director: Fred Siqueira (WMcCann)
Copywriter: Sandro Nascimento (WMcCann)
Art Director: Mauro Villas-Boâs (WMcCann)
Account Vice President: Rodrigo Perri (WMcCann)
Account Director: Rogério Costa (WMcCann)
Planning Vice President: Aloisio Pinto (WMcCann)
Planning Manager: Deny Batista (WMcCann)
Account Manager: Helen Soares (WMcCann)
Media placement: Internet - Www.salveonatal.com - 28 September 2011
Media placement: Film - Www.salveonatal.com - 05 October 2011

Describe the objective of the promotion.
Promote Christmas sales, after the Xbox 360 had its price cut in half on Children’s Day (October 2011) and sold over 500,000 video consoles during that period. Highlight Microsoft’s social role in donating 50 XBOX + 50 kinect to entities that take care of children with motor difficulties. And to give Santa his job back after seeing his mailbox empty since the kids already got the video game consoles in October.

Describe how the promotion developed from concept to implementation.
We used printed and digital media spreading the news that Santa was unemployed. Then we made a film showing the hard life of an unemployed Santa. At the end of the film we invited people to 'save Christmas' by sending Christmas messages through www.salveonatal.com. Every 1,000 messages on Twitter and/or Facebook Microsoft would donate 1 Xbox 360 + kinect to a charitable institution.

Explain why the method of promotion was most relevant to the product or service.
We managed to get people engaged in giving Santa his job back and donating the video consoles to the children. We were mentioned on social media, blogs, websites, and even on TV channels, which referred to the Xbox 360’s price change and Microsoft’s social commitment.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A group of 8,400 children were very happy due to gaining a more stimulating and fun way to do their daily physical therapy exercises. We gave Santa his job back.

We received 50,000 messages, equalling 50 kits (Xbox 360 + kinect) donated to the institutions in less than 1 week.
We increased by over 10 times the number of Xbox 360 fans on Facebook, from 12,000 to 132,000 during that period.

Mentioned in blogs, news channels, social networks, TV and printed media.