The New Zealand launch of Microsoft Xbox was always going to provide unique challenges. We needed media ideas that captured the target's imagination, reflecting their lifestyle.

Universal McCann needed to develop ideas that would provide Xbox street credibility with the skeptical target demographic, 18-29 year-old males.Universal McCann identified, with consumer insights generated from qualitative and quantitative research that using Outdoor needed to be a highly integral part of the Microsoft Xbox launch given such a highly 'mobile' target.This was successfully achieved, and recognised by the New Zealand media community when awarded Gold at the CAANZ Media Awards.