The One Show
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Category
Integrated Digital & Physical Product
Annual ID
OS_IP18008G
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. The idea transformed this digital utility, turning gamers into entrepreneurs who strategised and invested in designs they thought would be popular. Sports, flags, news, even charities – all inspired designs. Gamers promoted their designs in social media and forums, while Xbox created bespoke 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
2018 Awards
Total Points: 25
Gold Pencil
Credits
Agency
McCann London / London
McCann Worldgroup UK / London
HELLOWORLD / Detroit
Ayzenberg / Seattle
Production Company
MRM/McCann / London
Craft/McCann / London
FOREAL / London
Chief Creative Officer
Rob Doubal
Laurence Thomson
Creative Director
Sanjiv Mistry
Jamie Mietz
Editor
Andrew Tusabe
Paul Jenkinson
Illustrator
Foreal n/a
Producer
Charlotte Walters
Tom Oliver
Lynne Carter
Charlotte La Torre
Sophie Grierson
Alice Parker
Clare Mann
Mandy Wilson
Paul Gillespie
Doris Tydeman
Liam White
Ellis Faint
Craig Cameron
Francisco Penedo
Anna Curtis
Agency Producer
Karen Crum
Rob Smith
Sailesh Jani
Sergio Lopez
David Smith
Jess Byatt
Digital Artist / Multimedia
Nick Cook
John Martin
Rob McDonald
Creative Team
Jacob Björdal
Jim Nilsson
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