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ANDY Awards

Creative Award
New York, United States
Xbox / Microsoft - "The Birth of Gaming Tourism" by ANDY Awards 2020

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TitleThe Birth of Gaming Tourism
Agency
Campaign The Birth of Gaming Tourism
Advertiser Microsoft
Brand Xbox / Microsoft
PostedApril 2020
Business Sector Consumer Electronics & Audio-Visual
Story Although Xbox is an established brand amongst the gaming community, there was still a need to expand brand affinity beyond its hard-core audience and attract a new, more mainstream audience who didn’t care about action and weapons, traditionally the focal point of videogame marketing.We created the first-ever new reason to purchase games. Not to play. To visit.Because games had become so beautiful and detailed, we promoted them as genuine travel destinations. In a ground-breaking partnership with one of the world’s leading travel publishers, we created ‘The Rough Guide to Xbox’ – the first travel guide for virtual worlds, enabling people to engage with games in a brand new way. The transformation was completed with a range of online and offline multi-channel activations that all made people perceive videogames as viable tourist destinations, and created added utility once the world could no longer travel.
Media Type Integrated Media/360 Activation
Length
AI Description The ad for Xbox's new campaign, created by McCann London, reimagines video games as spectacular tourist destinations. It features breathtaking visuals of in-game worlds, emphasizing their beauty and detail. One of the unique selling points is the collaboration with Rough Guides to produce 'Rough Guide to Xbox,' the first travel guide for virtual worlds. The ad shows landscapes reminiscent of real travel spots, inviting viewers to 'Visit Xbox'. There are on-screen texts that shift the focus from traditional gaming themes like action and combat to exploration and awe. Interviews with travel professionals highlight the novelty of the concept, and potential inclusivity is showcased through clips featuring gamers with disabilities. The campaign was launched at a big travel expo, illustrating the broad reach and innovative nature of this initiative.
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Chief Creative Officer McCann UK and Co President
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