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FMBX News
Posted: Sep 13, 2011
thefield wins £1.5M Kinect for Xbox 360 brand experience account
Brand Experience agency thefield has won a seven way pitch to be appointed as lead agency across the Kinect for Xbox 360 Retail Experiences. thefield ultimately won the work from incumbent TRO.
The activity, which starts on the 24th September, will see 2000 mini event days executed in the retail environment in just nine months. Creative focuses on showing off the magic of Kinect for Xbox 360 in an environment that echoes a normal home lounge format.
thefield designed and produced 50 new promotional kits that will be toured round the UK by their trained staff. The agency also developed a state of the art content managed portal which manages all stakeholders on the campaign: logistics, retail stores, demonstration staff and client reporting.
The campaign will run from the 24th September 2011 through to June 2012 and will see billings of around £1.5 million.
Stephen McGill, director, Xbox & Entertainment, Retail Sales & Marketing Division at Microsoft UK said: “thefield’s strategic approach and creative response to the brief made our decision easy. As we move into more and more experience led communications with our consumers and retail partners alike, we needed an agency that could deliver on quality, scale and detail."
Chris Dawson, managing director at thefield said: “The team is delighted to be leading this important campaign for our friends at Microsoft. It’s a challenge to keep the rich experience feel on a campaign of this scale, but the investment in new kits to act as scenery for our crew will help. The initial tests have gone very well and I am extremely pleased to win the account from such heavy hitting peers."
The Kinect for Xbox 360 Retail Experience campaign starts on the 24th September nationwide.
