Show that Xbox can be played anywhere, on any device, making gaming more accessible and seamless than ever before. Encourage the target audience to subscribe to the Xbox Game Pass Ultimate service and experience unlimited gaming.
TARGET GROUP
Women in various fields of interest.
IDEA
Increase brand awareness and consideration for Xbox among the target audience by creating inspiring and credible content. This was achieved by activating the profile and actress Alicia Agneson at the ELLE brand in connection with the ELLE Gala. Alicia is a big fan of gaming in her spare time and therefore a credible and genuine voice for Xbox. The idea for the campaign concept was based on a gaming world that has evolved: what was once limited to dark basements and dedicated gaming rooms is now a thriving, inclusive experience that reaches a whole new audience. Today, gaming is not just about the screen – it’s about the experience, the community.
With the concept ”Glaming”, we brought the new image of gaming to life. Through this concept, we put Xbox on the map and showed that gaming can always be within reach – even in the most elegant settings, such as the ELLE Gala. Actress Alicia Agneson, with her interest in gaming, was an obvious choice for the campaign, and thanks to her natural Hollywood glamour met a techy gaming vibe during a photo shoot on the theme of Glaming.
The campaign consisted of a Native Print article in ELLE, as well as a Native Video and Native Some Video on ELLE.se and on ELLE’s social channels Meta and TikTok. Alicia wore the dress she wore during the photo shoot to the ELLE Gala as well, as an extension of the campaign.
NATIVE VIDEO AND SOME VIDEO
A dynamic ”Get Ready With Me” video in a TikTok-inspired format captured an authentic ”behind the scenes” feel, showing Alicia playing Xbox on her phone while being styled by a professional team. The relaxed, relatable enery of gaming was mixed with the transformation of a beauty routine, providing an engaging and visually captivating experience for viewers.
NATIVE PRINT
The photos from the shoot were featured in a native print report in ELLE, where we explored the broader theme of ”gaming anywhere”. The article gave us an insight into Alicia’s relationship with gaming, which added a personal touch to the concept.
An impact study of the campaign showed positive results, with the campaign being well received by the target group.
39 % consideration among the target group.
+26 % increase
in brand awareness among those who remembered the campaign across multiple channels, compared to those who only exposed to it on one channel.
15 % took action
after seeing the campaign across multiple channels, compared to 8% among those who only saw it in one channel.
(42 second long video)