Microsoft – Xbox case study

Challenge
When Microsoft launched a major pan-European campaign to support Xbox in 15 different international markets, they wanted to be able to evaluate the effectiveness of different pieces and channels of communication. The activity spanned advertising, digital communication (including viral) and PR, and they engaged i to i research to track and analyse the communication.

Insight
The project ran across all 15 countries, was conducted in 13 different languages and took nearly two years. The insights it delivered included precise feedback on exactly which parts of the communication were working best and why (which was crucial to the agreement of new copy for such a global brand), and the best media balance to maximise the effectiveness of the different copy platforms. This enabled immediate decision making on both a local and pan-European basis.

“Our evaluation needed to step up a gear and we needed to provide the country managers with practical feedback so they could improve the effectiveness of their in-country communication. The i to i tracker methodology was perfect for this type of analysis”
Valerie Tersol - Head of Research, Xbox Europe