XBOX360 TV Effort ‘Jumps In’ To The Hispanic Market.

Microsoft Xbox360 “Jumps In” to the Hispanic market with a branding campaign to help launch the highly anticipated Xbox360 console. Casanova Pendrill, Microsoft’s Xbox360 Hispanic agency of record, developed the campaign.

The goal in developing the campaign was to launch the Xbox360™ brand, but also have a message that was relevant during World Cup 2006. The obvious connection was soccer. “The soccer match is only the “excuse”, the trigger…what we really wanted to capture is the passion, the emotion, the sense of community and the viral essence of Xbox,” stated Elias Weinstock, VP Creative Director at the agency.

The idea for the campaign captures the essence that defines Xbox360 and World Cup soccer worlds. Both are about passion, competition, entertainment and connecting with your community, not just in your immediate circle of friends but also in the broader global community.

The spot, entitled “Swapping,” opens as a soccer game between two powerhouse teams concludes. On the field, we see each team’s players exchange jerseys in a universal sign of camaraderie. This emotional scene is quickly picked up by the fans, who begin to “swap” their own jerseys, flags, and banners with those around them. As the camera pans back and around, we see the entire stadium has been moved by the contagious sense of community, collaboration, and passion. The fervor grows, creating a “wave” of sharing and swapping that sweeps around the stadium, emulating 360 degrees and culminating in the global tagline “Jump in.”

“More and more, Hispanics are making video games their preferred form of entertainment and we have a unique opportunity with the launch of the Xbox360 and its next generation game titles, to turn fence sitters into loyalists. We need to build brand relationships where we can,” states Sandra Esquibel, Account Director.

The campaign is also supported by game specific spots promoting just some of the latest in next generation video games; Project Gotham Racing 3 and Perfect Dark Zero.

The campaign was developed by Elías Weinstock, Sandra Esquibel, Claudio Vera, Rodrigo Lino and Sloane Stegen and was produced by Jose Escobar. Pucho Mentasti with GoGoGo Films directed the spot and it will air in both Hispanic television network and cinema throughout the U.S.