Simply Next Gen
Client: Xbox
Role: Creative Director
Going into the Holiday 2021 marketing window, our brief was to drive awareness and consideration for Xbox Series S–the smaller, less powerful, cheaper of the two Xbox Generation 9 consoles. So, how do you make entry-level hardware feel like it’s just perfect for casual Gen Z gaming fans of Fortnite, Halo, and Rocket League? By focusing on the features that matter most–all wrapped up in a package that is affordable, fast, and simple.
We dug in on landing the message that the Xbox Series S delivers all the speed, performance, connection, and content of the Series X in a simple package and at an approachable cost–making the Series S the perfect match for the gaming habits of casual Gen Z gaming fans. And when this audience isn't playing games, they are often spending hours together on TikTok–so, we knew we needed to meet them there.
Enter Khaby Lame–the TikTok-king-of-simplicity with a signature shrug that says more than a thousand words ever could.
We brought our campaign message to life through organic video content living on Khaby’s channels to reach his ~150MM followers–as well as Xbox’s owned social channels and their 30MM followers & subscribers.
Our campaign communications objectives were also supported with OOH and digital placements in strategic locations, ensuring that Simply Next Gen stayed top of mind across various touchpoints through the 2021 holiday marketing window.
The Simply Next Gen campaign was successful–meeting the business objectives of moving Xbox Series S hardware units for Holiday 2021. But greater than that, the campaign was simple, elegant, and resonant for casual Gen Z gaming fans with an affinity for DIY creators and brand authenticity–further elevating Xbox’s perception among Gen Z gaming audiences.