Xbox: Squadvertiser [image]

Credits & Description:

Agency: Mccann London
Brand: Microsoft
Country: United Kingdom
Advertising Agency: Mccann London
Entrant Company: Mccann London
Media Agency: Mccann London
Pr Agency: Edelman, London
Production Company: Edelman, London
Additional Company: Momentum Worldwide, London
Creative Tech Lead: Andrei Andreescu (Mccann London)
Artworker: Robert Freeman (Mccann London)
Agency Producer: Lois Newcombe (Mccann London)
Co-President & Cco: Rob Doubal (Mccann London)
Head Of Integrated Production: Sergio Lopez (Mccann London)
Account Executive: Alice Parker (Mccann London)
Studio Manager: Ellis Faint (Mccann London)
Head Of Art: Michael Thomason (Mccann London)
Integrated Creative Director: Chad Warner (Mccann London)
Producer: Dheerna Parmar (Mccann London)
Co-President & Cco: Laurence Thomson (Mccann London)
Business Director: Sailesh Jani (Mccann London)
Emea Creative Director: Sanjiv Mistry (Mccann London)
Account Manager: Tom Oliver (Mccann London)
Account Manager: Charlotte Habin (Mccann London)
Designer: Colin Lee (Mccann London)
Studio Imaging Director: John Martin (Mccann London)
Planner: Thomas Keane (Mccann London)
Senior Project Manager: Clare Mann (Mccann London)
Art Director: Jacob Björdal (Mccann London)
Copywriter: Jim Nilsson (Mccann London)
Print Producer: Liam White (Mccann London)
Account Director: Aj Coyne (Mccann London)
Account Manager: Charlotte Walters (Mccann London)
Emea Creative Director: Jamie Mietz (Mccann London)
Account Executive: Rami Noumaan (Mccann London)
Freelance: Danny Elliot (Mccann London)
Strategy:
The issue at hand was that the target audience was faced with an unsatisfactory multiplayer experience.So rather than advertise the product (Halo), our strategic approach was create something that would make the product better.
Outcome:
For the first time, Halo gamers could ‘hire’ who they wanted, forming lasting friendships in the process, leading to more Halo being played.Squadvertiser is used by 9000 gamers dailyAds have a 17% response rateHalo 5 became the most-played game on Xbox Live
Execution:
Squadvertiser consisted of two main sections. One section was an ad creator, which allowed teams in need of new players to create customized recruitment ads, which could then be shared on social platforms or be distributed on Xbox’s own media spaces, such as billboards, banners, magazine and newspaper ads. The other section was a job board, on which unemployed players could search for Halo jobs matching their skill sets, and then apply directly to the team.
Synopsis:
Xbox wanted more gamers to play Halo 5’s multiplayer. But multiplayer is only as good as the multiplayers. And currently, there’s no way to guarantee getting good teammates. Team formation involves being randomly matched with other players, many of whom are selfish, or abuse and betray you.
Campaign Description:
Squadvertiser. It’s Halo meets HR. Rather than advertising Halo, Xbox launched a digital tool that let teams advertise for new teammates. With Squadvertiser they could create customised recruitment ads, specifying precisely the candidate they were targeting. These ran as billboards, banners and print to get teams’ needs in front of a wide audience of potential recruits.