Xbox reveals Asia campaign details

Gaming console Xbox has revealed to Media the details of its imminent launch campaign for the new Xbox 360. Breaking in Korea on Friday, it will roll out in Hong Kong, Taiwan, Singapore and Australia next month. The integrated push will be spearheaded by a TVC titled 'Identity', which creates an iconic representation of the console's on/off button. The spot will be supported by follow-up TVCs, which blend real-life vision with gameplay material. "It's very much about community, people being involved with the brand, and what the spot does is invite people to connect with the brand," said Andres Vejarano, regional marketing manager, Xbox Asia & Greater China. The campaign also includes cinema, print, online, outdoor, transit and PR.