Microsoft XBox's

Campaign by McCann incentivised people to buy customized Xbox controllers

By Ann-Christine Diaz. Published on Jun 20, 2018

Editor's Pick

Microsoft XBox Design Lab's "The Fanchise Model" campaign, created out of McCann London, has won the Creative E-Commerce Grand Prix at Cannes.

The challenge for this effort was to get more consumers to buy customized Xbox controllers. The problem was, however, the customized versions were far more pricey than ones straight off the shelf. To incentivize gamers, Microsoft allowed them to reap profits when other consumers purchased their original designs--which included a Minions theme and Trump themes. The latter included a patriotic, red, white and blue-themed design from a consumer creator who called him a "smart, straight-talker" and another, of a different hue, from a designer who said of the the POTUS, "He looks like a Cheeto." Those original designs then went on to feature in other elements of the campaign.

Nick Law, chief creative officer of Publicis Groupe Global, served as jury president of Creative E-Commerce. A new category at the festival this year, it celebrates how innovation in the customer's journey leads to more brand engagement and real business success.

"This is the engine of our industry," said Law of this category. "It's also a battleground for the new economy. If people don't figure out their strategy for e-commerce, they won't have a brand or business."

"What I loved about this is it's like a Mobius strip and you're not sure where it begins and ends, because everyone is getting what they want," said Law. "It was very elegant, flawless. There were other Grand Prix contenders, "but nothing was quite as perfect."

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Jun 20, 2018
McCann - London

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