Xbox UK Powers Dreams with Global Campaign at Outernet London

Xbox UK and Assembly Inc (part of Edelman UK - DJE Holdings) brought the Xbox Power Your Dreams global brand campaign to life recently, via a free, immersive, audio-visual experience at Outernet London. 

The Power Your Dreams brand campaign is a direct reflection of the extraordinary experiences gamers will have across new worlds, iconic characters, inspirational stories, and unforgettable moments this holiday season. The activation at Outernet was designed to drive enthusiasm and excitement for the Xbox Series X, the world’s most powerful console, and a selection of blockbuster games this holiday.

Taking over Outernet London

Created to showcase the power of the Xbox Series X, the immersive Power Your Dreams event utilised the state-of-the-art audio-visual capabilities of the entire Outernet venue across its five-day run. Xbox is one of the first brands to activate at the innovative OOH Outernet across all its spaces.

Entitled 'Wake Up and Dream', the live action Power Your Dreams commercial was played across the four story high Now Building as well as the entire Now Arcade throughout the week.

The Now Trending room at Outernet housed an immersive, audio visual experience. Attendees could take a break from the frenetic Christmas shopping outside, relax, and decompress in the one-of-a-kind experience. It was purposefully designed to fully bring to life the connection between dreams, imagination and awe-inspiring gaming entertainment through the innovative use of visuals and sound. Curated by leading dream psychologist Dr Ian Wallace,  it was inspired by three Xbox titles, Starfield, Senua's Saga: Hellblade 2 (unreleased) and Cyberpunk 2077: Phantom Liberty. 

Of his experience working with Xbox and Assembly, Ian Wallace, dream psychologist said, “Working with Xbox on the Power Your Dreams experience has been an amazing collaboration. The dream narration mixed with these powerful visuals really creates an immersive entertainment experience that takes fans into a world of imagination.”

The final part of the Power Your Dreams experience was housed in the Now Pop Up 1 building and offered the ultimate hands-on gaming experience to complete the immersive experience. Attendees were given the chance to play fan favourite Xbox titles like Starfield, Halo Infinite and Forza Motorsport in custom-made private gaming pods, providing the perfect immersive setting to experience the power of Xbox Series X.

The activation played host to over 3,500 people across its five-day duration. 

James Butcher, Xbox northern Europe director said, “The immersive technology of the Outernet brought the power of Xbox Series X to life. It was great to see so many Xbox fans come through our Power Your Dreams event, and we hope it provided an entertaining experience amongst the frantic holiday shopping in Central London.”

Emma de la Fosse, chief creative officer at Edelman UK shared her experience in developing the activation for Xbox UK, “With four story high screens and state of the art audio visual facilities, not to mention the unbeatable footfall at this time of year, Outernet was the perfect venue partner to bring the scale of the Power Your Dreams campaign to life in the UK. Along with Ian Wallace and our agency partners Firecracker Works and Pixel Artworks we were able to create an experience that not only spoke to diehard fans but also gave those who are new to Xbox an unforgettable experience.”