Microsoft: OOH Spectacular
What?
- Help Universal Mccann deliver a spectacular media execution at an iconic London location
- Create a media first using a space Westfield London have never used previously
- Co-ordinate an international team of artists to hand paint an exact replica of Halo's three main characters
- Deliver the show piece installations with 12 days to tie in with the European launch of Halo Reach
- Paint, three fifty foot walls by hand with nothing but skill and an eye for detail perfectly matching digital artwork (even down to the pantone of the cornea)
Results?
- Direct exposure to 2.5 million shoppers at Westfield London
- 3.5 milliion video views across all social media channels
- Total CPM: £21
- Xbox.com traffic increased 23%
- Westfield games sales 30% above projections
- Launch sales in UK reached 20m in week 1 with Games reaching no 1 in chart
- Silver award in Marketing Week Engage and winner of media in Blade Pitch awards
For the launch of Halo Reach we were looking for an out of home media moment and statement that was impactful, innovative, epic in scale and reflected the skill and devotion that is putting into creating Halo Reach game on Xbox 360. Curb totally delivered on this brief by delivering the hand painted murals on the outside of Westfield which was a fantastic media first that enabled to not only have an impactful media location but create a great PR opportunity for launch. The team were great to work with and we look forward to exploring new ideas with them in the future.
James Houlton
Group Software Marketing Manager, Microsoft
