Case Study 2
Xbox 360 launch
The challenges: Microsoft needed to create a below- the line
campaign that would satisfy certain important pre-requisites
for a successful campaign. This campaign had to be:
Acceptable across various formats in modern and conventional
retail and should be a perfect balance of standard and
customized requirements in a stipulated budget and time
frame.
Attract, excite & educate regarding the category.Create a
seamless format for distribution and display of merchandize
kit at more than 4000 stores across India. Should be capable of
breaking the festival clutte
Key Solution:
Merchandising kit Creation & Deployment was planned a month prior to the launch of games.Create a kiosk kit to attract & retain the attention of the customers
Ensure Maximum visibility with minimum space utilization.Target audience and Sales plan:
Target audience for Xbox 360 were mainly men who were above 25 years of age and of Sec A and B.
They are divided into two groups:
Hardcore Gamers:
Microsoft rightly observed that this segment of gamers would be thorough in their research and are very loyal towards specific consoles. Therefore don't required to push to purchase the Xbox 360.
New Users:
There was a vast untapped potential in the Indian market for the gaming console. The objective was to create a mass appeal for the Xbox 360 and to percolate the concept of gaming among them. Therefore, it was extended to modern retail formats stores with their usual sales channel.
Highlights:
- Number of campaigns run: 14
- 1000+ stores has been covered across 4 states.
- Manpower used: Dedicated retail team of 22 people and two agencies.
Deployment and maintenance:
Once the Merchandizing kit was created, the deployment was done in all cities within a span of 7 days. Every major metro had a local team headed by a VM Manager that handled the deployment. Additionally, a hygiene check format was created to ensure visibility and functioning of kiosks and other kit elements.
Results:
- Were able to successfully create and deploy Merchandizing kit as planned.
- The visibility and awareness of the Xbox 360 has increased ten folds since the launch.
- Xbox 360 has been voted as the most desirable and innovative brand in survey by ICMR.
- BTL activities are now a staple feature in the marketing of Xbox 360.
