Advertiser: MICROSOFT
Agency: McCANN LONDON
Category: Community Applications
Advertising campaign: HALO 4 LIVE AD
Copywriter: Chris Mcdonald (McCann London)
Creative Media Manager: Laurian Osborne (UM London)
Developer: Francois Camilleri (McCann London)
Account Manager: Michael Burgoyne (McCann London)
Designer: Lawrence Krier (McCann London)
Managing Partner: Tom Rothenberg (McCann London)
Account Director: Richard Pike (McCann London)
Account Executive: Saminder Khaneka (McCann London)
Agency Producer: Danielle Connelly (McCann London)
Production Company: Framestore (Framestore)
Associate Creative Director: Scott Holmes (UM London)
Executive Creative Director: Lol Thomson (McCann London)
Art Director: Matt Statham (McCann London)
Executive Creative Director: Rob Doubal (McCann London)
Brief Explanation
Halo 4 was a venerable, unfashionable, sci-fi game, in a new world of Modern Warfare. Our mission: contemporary relevance & contagious hype. Our answer – the Halo community, more passionate and vociferous than that of any competitor. We mobilised this 'Halo Nation' with the world’s first ever Facebook integrated TV campaign. Entering the Facebook app gave the chance for gamers to actually feature in bespoke TV ads, that also pulled real-time data from Xbox LIVE on the numbers playing Halo worldwide. We delivered an overall ROI greater than 2:1, and made Halo 4 hit no.1 in the charts across Europe.