Xbox One X Enhanced games have been optimised for Xbox’s most high-spec console. This means they can have technical improvements like 4K resolution, HDR, improved textures, and a lot of other complicated stuff. While these technical benefits appeal to the most dedicated of Xbox fans, they don’t really mean anything to a wider audience. 

To justify the purchase of this high-spec console and games, just listing technical specs wouldn’t be enough.  

How could Xbox sell more Xbox One X Enhanced? By transforming its business and creating a new reason to buy.   

A gaming brand became a travel brand by emulating the media approach of the travel sector. 

Breaking all the conventions of games marketing, Xbox ignored the action and bad guys. Instead, we started promoting the incredible locations available in games. 

This changed how customers experience the Xbox brand, across digital and real-world media. Instead of action-filled trailers, we created tourist board-style commercials. We applied for accreditation from the Association of British Travel Agents. Across print, OOH, and social, we invited people to experience amazing virtual locations. We even created live guided tours and the first-ever travel guide book to gaming worlds, published by Rough Guides. 

By asking people not to ‘Buy’ but to ‘Visit’, this campaign reimagined the customer journey, with a transformed e-commerce experience that let you find and purchase games based on the locations available in that world