Xbox All Access
Breaking up
with your console
is hard
Video | Social | Design | Digital | Influencer
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It's so easy to say goodbye
Xbox All Access is the best way to upgrade to next-gen gaming. Gamers get a console and two years of Game Pass, all for one low monthly price. The only downside? Gamers will have to move on from their old console. This campaign helped gamers do just that with a contemporary twist on a nostalgic love ballad: All-4-One's hit single “I Swear” was perfect.
Strategy
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Some serious attachment issues
We humans are an emotional bunch. We spend enough time with someone, we can't help but feel sad when it's time to bid farewell. But this feeling isn't exclusive to humans and animals. It also applies to non-living things. Cars, armchairs, coffee mugs ... any of them can be difficult to part with. This is especially true for game consoles, given that gamers average 8.5 hours per week on the sticks.
Video
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The ultimate breakupgrade song
We rewrote “I Swear” and turned it into “It’s All There." It's a bittersweet track that tells the story of a gamer reminiscing about the good times they shared with their old console, but sadly must move on to a next-gen Xbox. All-4-One was all in: they loved the idea and got to work creating the track. Next, we made a music video that’s straight out of the 90s: mansion, matching outfits, a random water feature, the not-quite-exotic-but-still-cool-looking sports car, the 4:3 aspect ratio, and more. The full-length music video was cut down to 30s and 15s, and was complemented by bespoke IG stories featuring the band.
It’s all in there
The campaign influencer kits embraced the '90s vibe through and through. The box was styled on all sides as a custom Xbox boombox and, when opened, revealed branded swag. The best of which was a CD jewel case (remember those?) which contained a greeting from All-4-One, customized for each influencer.
Digital Display
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While "It's All There" was a perfect remix of "I Swear," the title also applies to the campaign and all of its components. In addition to the long-form music video and its various cutdowns, It's All There came to life with 120+ supporting assets utilized across Xbox's and Microsoft's owned and operated channels and paid media.
Play along
Contact
Main office
123 NE 3rd Ave.
Suite 400
Portland, OR 97232
503-313-3491