The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2018 One Show - Cross-Platform

Xbox Design Lab Originals: The Fanchise Model

Agency McCann / London + MRM/McCann / London + Craft/McCann / London

Client Microsoft
BACK TO RESULTS

Annual ID

OS_CP18067M

About the Work

Challenge: Xbox Design Lab is a site that lets gamers customise controllers, but at a high price point. How could Xbox take cost out of the equation to increase sales? Solution: Xbox let the buyers become sellers. They gave gamers ownership of their controller design. If others buy it, you earn a cut. It changed behaviour, turning gamers into entrepreneurs who strategised and invested in designs that would appeal to others and sell. Sports teams, national flags, current events, even charities – all inspired designs. Gamers promoted their designs in social, while Xbox created bespoke advertising campaigns for gamers’ controllers, bringing to life their inspirations, which ran in-store, OOH, online, on TV and in print. Everything led to more site visits, more designs, more sales. Results: - Controller sales increased by 350% - 41% of site visitors claimed a design - Average amount earned was $95.24 - Top earner made $1,131