France

ROLE
Creative conception, creative direction, UX/UI design

PROBLEM
Strengthen the market of flexible pods, reaching the target of 25-34 years,
set up a truly innovative device and respect the new communication of the brand.

INSIGHT
This target was looking for entertainement across Xbox, Skype and Msn platform and they like to spend time on gaming.

SOLUTION
An innovative and disruptive device on all screens of digital life
By relying on the universe and the codes of the game, Microsoft Advertising has designed an immersive and interactive brand device inviting internet users to discover the new world of the brand Carte Noire « Fire and Ice ». The concept is based on the creation of a video game available on Xbox, Skype and MSN services, specially created for touch interfaces and for Kinect.

RESULTS

• Very addictive game: more than 6 minutes to play instead of 1 minute, returned to play 5 times on average.
• 60,000 players, 160,000 games played in total
• Commercial success: 4 points of market share won for pods
• Modern image of Black Card