Xbox 360 - "Diorama (60 sec)"

McCann WorldGroup & T.A.G. San Francisco, United States

Awards

11160

Brand: Xbox 360
Country: United States

Advertiser: Microsoft

Title	Diorama (60 sec)
Agency	McCann WorldGroup & T.A.G.
Campaign	Halo: Heroic Story Telling (Believe) - Xbox 360
Advertiser	Microsoft
Brand	Xbox 360
Posted	October 2007
Product	Halo 3
Business Sector	Video Games/Consoles
Story	SUMMARY: The series was launched in 2002 with Halo: Combat Evolved. 2004 saw the launch of Halo 2, which became the most played game on Xbox LIVE, Xboxs online gaming property. The game has gathered a hard core following of fans over the years, known affectionately as the Halo Nation. Halo 3s Believe is a landmark campaign for 21st century integrated marketing communications, where media and creative have been combined across numerous channels to tell an epic story. Starting with phase 1 - Believe for the Halo Nation , it was necessary to build momentum and create a buzz in the pre-launch phase. A teaser spot was aired a year before launch which ran only once on TV in the 5 key EMEA markets. With internet promotion preceding the spot making it an appointment to view, it was simulcast live on xbox.com across the region in parallel to the TV airing. Phase 2 followed by bringing to life the Museum of Humanity which meant being smart with media. Cinema and TV were employed for an epic, emotional launch of the concept and Internet for further reach, engaging long format films and interactive content. The final phase before launch was focused on maximising buzz, noise and hype in the market with the key launch window at retail: long format AV and outdoor, online and print media, to roadblock the weeks in the run up to the title hitting shelves. Simultaneously, a huge PR and events push drove unprecedented editorial column inches, throughout mainstream as well as specialist press, and ensured that the whole world was excited about the Halo 3 launch. The night before launch, celebrity film style premiere parties were held, linked to Xbox LIVE and to streaming on xbox.com. The first hint of success was when pre‐orders for the game passed 1 million deposits across EMEA, before the game was even on shelves. By the end of the year, EMEAs to‐date sales were at 1.8 million a full 20% ahead of the total years target. This meant another 600,000 Halo Believers. The mission was to achieve the highest opening day sales ever recorded. Global opening day sales were recorded at £84m. This made it easily the longest 24 hours of revenue in entertainment history, at 110% of the old Spiderman 3 record. By the end of the first week, £150m had been collected in total another record.
Philosophy	Cultural Insight: Todays world has gone sideways. Our society is in great need of heroes and inspiration. Solution: Create a future lore around Halo's protagonist Master Chief; this mythology is rooted in universal truths such as heroism, bravery, duty, sacrifice. We chose to portray Master Chief as a real-life hero and celebrate his larger-than-life impact on humanity.
Problem	To achieve this goal we must expand the Halo experience and bring our Halo 3 message to multiple audiences: - Broaden audience beyond Halo Nation audience - Balance the stereotype that Halo is a hardcore shooter, played by pimple-faced mercenaries
Result	Opening Week Results: Yahoo!: 6.5MM Views in 3 days YouTube: #1 Most Viewed Video of The Week (X Views) AdCritic: #1 in Top 20 First Day Sales: $170MM, 2.5MM Units Unprecedented Qualitative Feedback: - 20 pages of YouTube Remixes in 1 week - Harvard Believe Stunt
Media Type	Television
Length	60 seconds
Market	Mexico, Canada, United States, India, Japan, South Korea, Taiwan, Singapore, France, Germany, Sweden, United Kingdom, Spain
Soundtrack	Prelude in D flat Major, Op. 28, No.15
Animation Effects	Methodstudios
Music Company / Composer	Stimmung
Music Composer	Frederic Chopin
Art Director	Nate Able
Executive Creative Director	Rob Bagot
Copywriter	Mat Bunnell
Other	Scott Duchon
Other	Geoff Edwards
Executive Creative Director	John McNeil
Creative Director	John Patroulis
Art Director	Tim Stier
Production Company	MJZ
Post Production	Rock Paper Scissors