THE FANCHISE MODEL
|Category||B03. Web Service / App|
|Title||THE FANCHISE MODEL|
|Product/Service||XBOX DESIGN LAB|
|Entrant||McCANN LONDON, UNITED KINGDOM|
|Idea Creation||McCANN LONDON, UNITED KINGDOM|
|Production||MRM//McCANN LONDON, UNITED KINGDOM|
|Production 2||CRAFT WORLDWIDE London, UNITED KINGDOM|
|Additional Company||AYZENBERG Seattle, USA|
|Rob Doubal||McCann London||Chief Creative Officer|
|Laurence Thomson||McCann London||Chief Creative Officer|
|Sanjiv Mistry||McCann London||EMEA Creative Director|
|Jamie Mietz||McCann London||EMEA Creative Director|
|Jim Nilsson||McCann London||Copywriter|
|Jacob Björdal||McCann London||Art Director|
|Clare Mann||McCann London||Project Director|
|Paul Gillespie||McCann London||Senior Project Manager|
|Craig Cameron||MRM//Meteorite||Senior Project Manager|
|Mandy Wilson||McCann London||Project Director|
|Sergio Lopez||Craft Worldwide, London||Head of Integrated Production|
|Doris Tydeman||Craft Worldwide, London||Agency Producer|
|Gustavo Fernandes||McCann London||Designer|
|Dan Howarth||McCann London||Head of Art|
|Karen Crum||McCann London||Head of Strategy|
|Charlotte Walters||McCann London||Planner|
|Rob Smith||McCann London||Executive Vice President|
|Sailesh Jani||McCann London||Regional Business Director|
|Tom Oliver||McCann London||Account Director|
|David Smith||MRM//Meteorite||Account Lead|
|Lynne Carter||McCann London||Senior Account Manager|
|Alice Parker||McCann London||Account Executive|
|Charlotte la Torre||McCann London||Account Manager|
|Sophie Grierson||McCann London||Account Executive|
|Paul Jenkinson||Craft Worldwide, London||Editor|
|Jessica Bayat||McCann Worldgroup||Director of Communications, UK & Europe|
|Andrew Tusabe||Craft Worldwide, London||Editor|
|Francisco Penedo||Craft Worldwide, London||Agency Producer|
The CampaignXbox created The Fanchise Model, a campaign that let users claim ownership of their controller design, promote it to the world, and earn a cut of its profits. The more people bought your design, the more you earned. As a result, consumers became entrepreneurs. Gamers raced to spot gaps in the market, strategising about what designs would be the most popular. Some claimed designs based on sports teams, movies and current events in the hopes of becoming a top-seller and, consequently, a top-earner. Others used it to raise money for causes such as cancer awareness and gender equality. Users were given customised assets to help market their design through social media, encouraging friends and followers to buy their controller. To help them sell even more, Xbox gave gamers bespoke marketing campaigns that included press, TV, social, celebrity endorsement and in-store promotion. By giving gamers part of the profit, everybody profited.
Creative ExecutionThe Fanchise Model ran during a five-month period (April – August 2017). It was promoted through a number of different media, including .com, social, the Xbox dash, press and more, along with support from a number of design influencers. Xbox also helped market gamers’ own designs, through banners, social media, bespoke videos, press, in-store promotion and more.
- Sales increased by 350% - 41% of site visitors claimed a design - Average amount earned was $95.24 - One gamer made $1.131
At a time when the gaming world was increasingly concerned about the cost of gaming, Xbox understood that the new customisation service Xbox Design Lab would need a breakthrough idea to make gamers buy controllers that were 50% more expensive than normal ones. By adding a feature that no other customisation tools have – the ability to claim your unique design and earn a cut of its profits – Xbox turned fans into active fanchisees. The users became entrepreneurs, marketing their designs through social platforms like Facebook, Twitter, YouTube and Snapchat.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.