Xbox triumphs in new eCommerce category


The winner of the first ever Creative eCommerce Grand Prix is 'Xbox Design Lab Originals: The Franchise Model', entered by McCann London on behalf of Microsoft. The campaign was a classic example of how empowering consumers can transform an underperforming business.

The idea came after Microsoft introduced new functionality which allowed Xbox users to customise the design/colours of their game controllers. The idea didn’t catch on too well because the cost of the customised units was 50% higher than the standard price. So Microsoft allowed people to market and sell their designs to other game players —in return for a fee. This unleashed creativity within the gaming community, shifted more units and helped some users make money.

Jury president Nick Law, Publicis Groupe global chief creative officer, said “it was an elegant, flawless solution which gave the buyers what they wanted and also worked from Microsoft’s perspective. A few of the Gold Lion campaigns came close to it, but weren’t quite at the same level.”

There were also five Gold Lions in the Creative eCommerce category. Three went to the US and one each to Argentina and India. The Indian Gold went to McCann India, Mumbai for 'Sweet Change', a campaign on behalf of PayTM. David Buenos Aires took Gold for 'The All-In Promo' on behalf of client Newsan.

Harriet Palmer