Current Advertisements. Immersive gaming Celebrity endorsement Casual appeal

Transcription

1

2 Logo and Taglines

3 Current Advertisements Immersive gaming Celebrity endorsement Casual appeal

4 Immersive Gaming

5 Aaron Paul

6 All-in-One

7 Social Media

8 Key Insights #1 selling video game console in North America Constantly improving opinions across all channels of media Global PS4 sales double XBox One

9 Strengths Strong presence in US market Best online service (XBox Live) Highly anticipated exclusive games Cheaper than direct competition (PS4)

10 Weaknesses XBox One is slightly less powerful than direct competition (PS4) Poor initial sales Poor initial media reception

11 Threats Sony PlayStation 4 PC Gaming

12 Objective Advertise XBox One as a console for our target audience Promote brand awareness Promote brand loyalty

13 Target Audience January-September Our campaign has two selective target audiences. First target audience: 18 to 24-year-old males Middle-class Upper-middle class

14 January: Aaron Paul Xbox One TV :30 Aaron Paul Spin-Off Open with medium shot with a living room setting. Aaron Paul walks into frame. SFX: (footsteps) Aaron Paul: Wouldn t it be great to have a celebrity calling the shots every now and then; maybe someone like me or celebrity name?

15 The scene cuts to other celebrity walking into frame and standing next to Aaron Paul. SFX: (footsteps) Other celebrity: Today we are calling the shots to bring you exclusive content for Xbox One users. Aaron Paul: Xbox on. SFX: (Xbox One turns on)

16 The scene cuts to a close up of the other celebrity in front of the TV. The TV then goes to the exclusive content without showing it on the commercial. Other celebrity: Xbox go to (exclusives)

17 The TV screen fades to black and cuts to the Xbox logo page. Super: The best fun. The best exclusives. All in the Xbox One. SFX: Xbox sound. ANNCR: The best fun. The best exclusives. All in the Xbox One.

18 March: Forza/Halo Xbox One TV 1:00 Forza/Halo 5 The scene opens with a medium shot of the countryside in Europe with two 21-year-old guys driving a sports car. This part of the commercial is displaying the game Forza Horizon 2. SFX: (Exhaust and engine as the car drives fast)

19 The camera then zooms out to get a long shot of the sports car driving around the hillside. ANNCR (male voice): Just over the horizon SFX: (Exhaust and engine sounds)

20 The scene then cuts to a long shot if a missile about to crash into the car Male 1: Incoming!

21 The scene cuts to a medium shot of both drivers bailing the car before the missile hits and then the car explodes. SFX: (explosion of the car)

22 The scene then cuts to a close up shot of the two men dressed as guardians from the game Halo 5: Guardians. ANNCR: Where guardians can join together. Male 1: Whoa, I could get used to this. Male 2: Better run! You re going down! Male 1: You re on!

23 The scene cuts to a medium shot of both players shooting their guns on the online multi-player match. SFX: (gunfire)

24 The scene then cuts to a split screen where the two men are seen playing the Xbox One in different locations. They are getting the results from the match.

25 The camera pans 180 degrees to show the backs of the two players and their screens. Male 1: Man, I had you! Re-match? Male 2: I ve got all day!

26 The scene cuts to the Xbox One logo page. Super: It s more fun on the Xbox One. ANNCR: It s more fun on the Xbox One.

27 April Sweepstakes: Halo April Social media sweepstake: Halo sweepstake The Halo Sweepstake will be posted to Facebook and Twitter encouraging consumers to enter to win prizes.

28 May: Fifa Xbox One TV 1:00 FIFA Scene starts with a medium shot of an entertainment center with the Xbox One and Kinect. SFX: (door opens and closes) Aaron Paul: Xbox on! SFX: (keys drop and shoes ) shuffle The camera then zooms in on the Kinect

29 The scene cuts to Aaron Paul on a couch with an Xbox One headset on. The camera zooms in to Aaron Paul s eyes and then fades to black.

30 The scene cuts to a close up shot of Aaron Paul as a soccer coach with the same headset still on. SFX: (Aaron Paul yelling)

31 The scene cuts to a close up shot of a soccer ball being kicked. SFX: (ball being kicked)

32 The scene cuts to a medium shot of a goalie missing to catch the ball previously kicked.

33 The scene then cuts to a close up shot of Aaron Paul s face. He looks intensely off screen.

34 The scene cuts to a close up of the opposing coach s face, Bryan Cranston, as he stares back at Aaron Paul.

35 The camera zooms out then cuts to the last scene of the Xbox One logo page with the FIFA 15. A person is seen in a kicking stance to make it look like they are kicking the Xbox One logo. Super: FIFA 15 ANNCR: Play on Xbox One.

36 July: Achievement Unlocked The achievement unlocked will be displayed as electronic ads and in video game stores.

37 Target Audience October-December Second Target audience: Parents Advertise to parents to persuade them to buy the Xbox One as a gift for their child/children during the holiday season. 35 to 54-years-old Mid-high income

38 October: Santa Xbox One TV :45 Even Santa Plays Xbox One Scene opens to a long shot of a living room during the middle of the s night. SFX: (muffle sounds comi ng from the fireplace)

39 The scene cuts and zooms in to a medium shot of the fireplace as Santa appears from a cloud of dust. SFX: (dust settles) Santa: (Thinking to himself) Okay, let s get this done quick.

40 The scene cuts to a close up shot of Santa pulling out an Xbox One from his bag as he stares at it. Santa: Hmm

41 The scene cuts to a close up of a teenage boy walking down stairs as he heads to the living room. It is the next morning. SFX: (footsteps)

42 The scene cuts to a long shot of the boy entering the living room catching Santa playing the Xbox One. The boy is shocked. SFX: (gunfire from the game) Teen: Umm

43 The scene cuts to a medium shot of Santa as he is startled after being caught. Time has slipped away from him. Santa: Oh!

44 The scene cuts to Santa escaping up the fireplace after he says his last words to the teen who is staring at him. teen who is staring at him. Santa: Tell your parents Christmas is on me this year.

45 The scene cuts to the finl scene of the Xbox One logo. SFX: (Xbox One signature sound)

46 Our Vision Why our campaign will be effective: Our campaign focuses on the strengths of the Xbox One such as online gaming and popularity in the United States, while keeping Xbox One values and image in mind. Why Microsoft/Xbox One should hire KSD as its new ad agency: KSD will structure our campaign to target young males and parents to increase Xbox One sales and make Xbox One the favored console.