Xbox ad offensive to pre-empt rivals

Spearheaded by TV, the campaign launches in Korea at press time, with Hong Kong, Taiwan, Singapore and Australia to follow in March. Using global creative developed by McCann Erickson in the initial launch markets, the US and Japan, the campaign has been adapted to better appeal to local consumers, and to head off expected competition from soon-to-launch consoles: Sony's PlayStation 3 and Nintendo's Revolution. Titled 'Identity', the launch TVC will be running on both TV and cinema, in a concentrated burst of about one month. "We really have to go out there and be explosive," said Andres Vejarano, regional marketing manager, Xbox. The campaign also includes print, outdoor, transit and online executions, following on from the regional PR push over the last two to three months.