Remi Rasenberg
Remi Rasenberg
London, United Kingdom
Campaign Champagne
Advertiser Microsoft
Brand Xbox
Date of First Broadcast/Publication
Product Xbox
Tagline Life's Short. Play More.
Story A woman gives birth to a child, the body shoots through the air getting older until it lands in a grave as an old man.
Philosophy BBH sought to broaden the appeal of console gaming by repositioning it as a positive and rewarding experience rather than a dark, sinister, or pointless one. It claimed ownership of the category ‘high ground’ for Xbox instead of talking about product performance or the experience of gaming itself . Xbox focused on the benefits of ‘Play’ and built a unique, engaging brand proposition in the form of ‘Play More’.
Problem Microsoft faced incredible challenges with the launch of its Xbox console in Europe. Not only was Sony PlayStation dominating the market with a massive 91% market share, but Nintendo Gamecube launched at virtually the same time as Xbox, at half the price, and with a considerably bigger marketing budget. Furthermore, Xbox launched in March, a historically console light sales period - 70% of games console sales occur in the 3 months before Christmas.
Media Type Television & Cinema
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Animation Effects
Animation Effects
Animation Effects
Animation Effects
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