CONTROLS by McCann Worldgroup Colombia for Xbox

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CONTROLS

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market Colombia
Agency McCann Worldgroup Colombia
Creative Director Armando Rico
Art Director Cesar Meza
Editor Fabián Gómez
Released October 2009

Credits & Description

Category: Best Use of Television
Advertiser: MICROSOFT
Product/Service: XBOX FIFA 10 VIDEO GAME
Agency: McCANN ERICKSON COLOMBIA
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: McCANN ERICKSON COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Samuel Estrada (McCann Erickson)
Creative Director: Armando Rico (McCann Erickson)
Art Director: Cesar Meza (McCann Erickson)
Editor: Fabián Gómez (McCann Erickson)
Account Director: Catalina Sánchez (McCann Erickson)
Account Executive: Marcela Giraldo (McCann Erickson)
Media Executive: Andrea Enciso (McCann Erickson)
Media placement: TV superimposition - Caracol TV ( Colombia-Chile) - 11/10/2009

Results and Effectiveness
The idea: High impact among Xbox 360 FIFA game users and soccer fans in general though the use of an economical and simple piece. We achieved a sales increase of 23% as compared to the previous year.

Creative Execution
The idea: We produced a simple TV superimposition that was placed in the lower section of the screen and described with hands over the Xbox controls, the movements of the real match players during the transmission. It was also used during certain important plays, goal scores, goal chances, direct, indirect and corner kicks. The solution: We decided to invest the whole media budget in the TV broadcast of the South Africa 2010 qualifying games, but in order to create impact we needed a powerful insight. And we found it among the soccer fans when they are watching a game in TV: wanting to control the movements of soccer players of their favourite team.

Insights, Strategy & the Idea
The challenge: We had to launch the new FIFA 10 game for Xbox 360 aimed at the natural target: soccer fans and video gamers, men of all ages, children, youngsters and adults – but our client did not have a large budget for a multimedia campaign nor to invest in production.