Retail Experience Tour

Client: Microsoft

Brief & Objectives

Deliver world class retail trial experiences across the UK to drive sales of the new Xbox One console. Campaign should educate consumers on broad product capabilities and offering, games and Xbox Live proposition, whilst moving consumers from a position of consideration to purchase.

Cast and train an incredible team of 300 Xbox One demonstrators to become the living, breathing embodiment of the Xbox brand in retailers nationwide
Work simultaneously in GAME, Sainsburys and Toys r Us with TED managing all retailer relationships
Deliver a combined 3,000 days of demonstrations over a 4 month period in 252 stores
Create an exceptional trial experience but convert trials to sales
Train retail staff through demonstrations
Ted to manage all technical requirements of the campaign including maintenance of Xbox pods in retail environment

The Solution

TED planned and orchestrated a National tour through multiple retailers, delivering deep brand experiences in the heart retail, to upgrade the shopping experience and drive sales. The campaign focused on moving consumers who were aware and considering the product to actually purchasing. We achieved this by driving home product benefits as part of an engaging product trial experience. TED also focused on training retail staff to be better Xbox ambassadors, so that the activity built an army of owned retail staff to continue to promote the product in store post campaign.

The Results

9:1 return on investment
3,000 complete days of demonstrations over a 4 month period
252 stores repeatedly visited
112,944 experience trials
98% compliance on mystery shopping KPI’s
Sales uplift 211%
160% increase in purchase intent vs control
86% Increase in average perception across Trust, reliability, console/event for me and cool factor vs control.
77% recommended the console & event to average 7.5 peers
90.8% recall their experience in retail