CLIENT: Xbox
PROJECT: Various Emails
The Challenge:
Xbox needed to boost sales on accessories and 2nd purchases. We couldn’t focus on the usual single game content. We had to come up with new, creative ways to increase conversion in those two arenas.
My Role:
I collaborated with our team’s writer to concept ideas that didn’t rely on conventional Xbox marketing tactics. I also designed the layouts and created the final animations for deployment.
The Solution:
One email that utilized a familiar interface to showcase the diverse products. And another that used storytelling and FOMO to create a buzz around what the audience may be missing and give them a deeper dive into the products.
Accessories
Xbox wanted a campaign to push their diverse accessory selection. The products included controllers, the Xbox Chatpad, a wireless adaptor and more. This was a new challenge for the team as previous sends mostly relied on the game content itself and weren’t really backed by a bigger idea.
INITIAL CONCEPTS
We created three concepts that each told their own unique story of the products. 1. In the first option we put the accessories in a space that was familiar and fun to the audience by placing them in a loadout screen similar to what they would see when customizing their own game experience. 2. The second was a retro play on what the future would be like from the point of view of 1960s worlds fair or Tomorrow Land advertising. 3. The third concept was straight forward and spoke to how the accessories would help trick out your Xbox and gaming experience.
FINAL SOLUTION
The client chose to go with the first option of the load out concept. We all felt it resonated with the audience most and served as the best vehicle for showcasing all the different products within the email space.
2nd Purchase
Xbox was seeing a dip in customers making a second purchase. Whether that be a game, add-on or accessory they needed to target those customers who’ve just made a single purchase. The fact that the 2nd purchase could be anything gave us a broader starting point.
INITIAL CONCEPTS
Our three diverse concepts each had their own unique focus and experience to offer the customers. 1. The first idea was not just playing off of specific games, but rather specific moments in games. The intention was to create some FOMO of some of the standout moments in current games that customers may be missing by creating an easily scannable list of those exciting experiences. 2. The second concept was using game add-ons as the device to buy. Specifically weapon add-ons. Here we showcased weapons from different games in a museum or gallery style that informed them of the advantages of each one. 3. The third option used interactivity not only to engage the reader but provide an opportunity to present a wider breadth of choices. This concept may have had a broader reach, but not the deeper dive the first two had.
FINAL SOLUTION
In the end the standout moments concept won. We felt it spoke to the Xbox gamer in a unique way and gave them a new insight they may have missed out on from other communications.