London, 16th November 2007, Microsoft® today reveals details of its latest advertising campaign, currently hitting TV and cinema screens across Europe. The ads showcase the great range of games and products available on the Xbox 360™ console to a wider audience– whether you’re a seasoned gamer or a complete novice.
The new advertising dramatises this thought, by bringing people together around the Xbox experience in unexpected places. The TV ad shows people’s day-to-day lives disrupted by the appearance of a band of renegades who appear in hot air balloons. The squad assemble a living room, complete with TV, an Xbox 360 and a range of games. The bystanders then crowd round the Xbox experience unfolding.
The UK TV campaign, which has seen a multi-million pound ad spend, is being supported with lifestyle-based advertorials across print and online. Xbox has also secured a four-week Virgin Radio promotion giving away hundreds of games in the run up to Christmas.
In addition, the campaign will be accompanied by some guerrilla marketing tactics to bring the TV ad to life. The‘Sofa Tour’ will travel the length and breadth of the country, and will see the Xbox team setting up the makeshift living room as seen in the TV ad on high streets around the UK. Consumers will be encouraged to experience the games first hand and will also have the chance to win the full living room set up for themselves.
This buzz will also be replicated in-store, with a major push at retail to showcase and promote the fun range of games that everyone can play.
Xbox 360 was the first next-generation console to launch back in November 2005. Given the growth and success the console has seen since then, an important next phase is already underway for the brand– broadening the appeal of the console. Whilst the original Xbox, which launched in November 2001, was targeted at hard-core gamers, Xbox 360 vision is much more universal.
Commenting in the campaign, Stephen McGill, Microsoft UK head of Gaming and Entertainment said:“The TV ad really sums up what Xbox is all about. Whilst we pride ourselves on offering the very best titles for a devoted gaming audience, we also have a number of titles that literally anyone can pick up and play - whether they’ve played a computer game before, and this campaign is all about our broadening message in the run up to Christmas.”
The TV ad is being broadcast now.
For more press information, please contact:
Kate Szlendak / 0118 909 5334 / firstname.lastname@example.org
Founded in 1975, Microsoft (Nasdaq“MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
About Xbox 360
Xbox 360 is the most powerful video game and entertainment system, delivering the best games, the next generation of the premier Xbox Live online gaming service, and unique digital entertainment experiences that revolve around gamers. The system was first launched in North America, Europe and Japan in 2005 and then in Australia, Colombia, Hong Kong, Korea, Mexico, New Zealand, Singapore and Taiwan in 2006. More information can be found online at http://www.xbox.com/xbox360.