2. Executive Summary
Brief/Objectives:
• Celebrating the launch of two new Operating Systems from the cradle of Microsoft, Windows 7 (for PCs & Laptops) and Windows 6.5 (for
g p g y , ( p p) (
Windows Phones) with the end users
• Revive the Brand & its Market Share from the hangover of Windows Vista failure
• Create Visibility for the Brand & make it more Unique & Interactive
• Celebrating & launching Windows 7 & 6.5 amongst the end consumers
Desired Positioning:
i d ii i
• Windows 7 as Faster, Smarter & Secure
• To showcase the magic of next generation Windows Applications that allow seamless connectivity on Windows Platform devices PC & phone
• Establish Windows as a fun‐filled brand & a part of everyday life
Consumer Activation Exercise
Consumer Activation Exercise
– Concept of Work Meets Play was introduced: Creation of Live Windows Icons to interact with people
– Creation of a Live Windows Zone in malls where people experience an amalgamation of Technology, Application & Fun
– A platform where target audience come across 4 Es’: Experience, Enticement, Engagement & Entertainment
– Icons Come Alive: Windows Applications were brought to life as Companions who are part of your everyday life
– Brand Messages were communicated in a very Human Way: seamless part of interaction
d d l fi i
– An online Photo‐wall was created were people shared their fun moments with Windows
Scale
– The Campaign Scaled 6 metros across 4 States covering 12 Malls in just 48 days
– Integrated Media Used: On ground, Digital, Social, P.R. , O.O.H. & Consumer Generated Media
Integrated Media Used: On‐ground, Digital, Social, P.R. , O.O.H. & Consumer Generated Media
Results
• Total footfalls (OTS) : 910000
• Win7 detailed Experience : 50000
• Windows phone detailed Experience : 55000
• Thematic pictures uploaded : 5200+
• Sharing of uploaded pics @ 1:2 which multiplies the experience by 2 fold to create W.O.M.
• Clicks on digital banners: 4000+
• Coverage in over 21 publications
3. Objectives
Celebrate the launch of two new
Celebrate the launch of two new
Operating Systems from the cradle of
Operating Systems from the cradle of
Microsoft, Windows 7 (for PCs & Laptops)
Microsoft, Windows 7 (for PCs &
and Windows 6.5 (for Windows Phones)
Laptops) and Windows 6.5 (for
with the end users with the end users
Windows Phones) with the end users
Windows Phones)
Create Visibility for the Brand Revive the Brand & its
& make it more Unique & Market Share from the
Interactive hangover of Windows
Vista failure
Celebrating & launching Windows
g
7 & 6.5 amongst the end
consumers
4. A Desired
D i d
Windows 7 as Faster, Smarter & Secure Positioning
To showcase the magic of next generation Windows Applications that B
allow seamless connectivity on Windows Platform devices PC & phone
C
Establish Windows as a fun‐filled brand & a part of everyday life
5. The Product‐ Windows 7 Is….
• Improved Boot Performance
Faster • Live Task Bar Preview
• Desktop Navigation
Globally launched on 22nd Oct, 2009
• Web Experience
• Home Group
Smarter • Touch, Play Snap & Play
•I t
Internet TV
t TV
• Improved Memory use
• Protects Data
• Security Centre
Secure • Home Group
• Auto system Locator
Auto system Locator
6. The Product Windows Phone
Windows Mobile was re‐named as Windows Phone and
launched the latest 6.5
Has the latest Windows Phone Operating System 6.5
Data backup facility Windows MyPhone
Everything on Your PC can be on your Windows Phone
It has all MS office features: Word, excel, Outlook
It has internet explorer
Can access Social Networking
Unlike I phone it comes in many options & price range
Unlike I phone it comes in many options & price range
7. Industry Background
• The Microsoft OS (XP, Vista included) is
estimated to have an around 92 per
cent market share in India.
Usage share of Web client
• Symbian platform for Mobile devices Market Share % Jul
Operating System 08
leads with almost 50% market share
%
WinXP 86.41
whereas Windows Phone with only 9%
WinVista 6.01
globally
Win2000 3.35
• The rest comprises the disk operating Win98 1.56
system or DOS (which is latter Win2003 1.24
upgraded to another OS ‐‐ mostly a Linux 0.8
08
pirated Microsoft OS or a Linux one), MacOSX 0.46
Apple OS (the latest being Snow
Leopard) and Linux variants (from Red
Hat and Novell).
• The timing of the launch of Windows 7,
say analysts, coincides with the world's Mobile Devices OS
Mobile Devices OS
appetite for personal
computers picking up again after the
global slowdown.
• Windows 7 will benefit from two
drivers in the enterprise market. One is
di i h i k O i
the long‐awaited IT replacement cycle
ticking in and the second is the related
uptake in IT investments. For the
consumer markets, too, Windows 7 will
become the de facto standard for new
become the de facto standard for new
purchases," says Alok Shende, principal
analyst, Ascentius Consulting. Source: www.statcounter.com
8. Marketing Dilemma
• Product: Windows 7 • Product: Windows Phone
• Target Audience –Online Universe
a get ud e ce O e U e se • Target Audience – Tech Savvy & High end
a get ud e ce ec Sa y & g e d
• Challenge(s): Phone Users
– Brand revival from the Vista Hangover • Challenge(s):
– No Excitement amongst the TG for Microsoft as a – People are not aware of the existence of an
brand Windows Operating System in a Mobile Phone
• Market base: – People identified & addressed the Mobile Phones
by its handset provider (HTC, Asus etc) totally
Potential market clueless about the OS brand
India PC market crosses 6.5 million • Market base: As per Global Smartphone
shipments mark in 2007 Sales Q2, 2009 Windows phone with a
S l Q2 2009 Wi d h ith
Market share of 9% of total
Records 20% Year‐on‐Year growth
Notebook PC shipments touch nearly 1.8
million units: IDC India, Feb 2008
million units: IDC India Feb 2008
9. The Thought
Break clutter via devising a novel approach, a novel
thought right from the word go
thought right from the word “go”
Focus on interaction & a two‐way mode of
communication
Rejuvenate old friend Microsoft to an exciting
j g
Consumers’ Brand
Target Touch points where TG can be reached in large
numbers
Create a platform where they should react, response and
relate to new product offerings
Bring Alive Consumer Generated Media, which clicks
best in a heterogeneous Indian market
Celebrate the Launch of two new Operating system by
Microsoft Windows7 & Windows 6.5 on a common
platform and showcase the Magic of Windows
11. What was Magic Of Windows?
What was Magic Of Windows?
It was a Mall Activation born by the users, of the users & for the users
An initiative to involve the end A platform to give them a
users across four Unique, enthralling, seamless
states in the celebration of the
states in the celebration of the Windows
Wi d
launch of Experience altogether
the two Operating Systems
from Microsoft
12. Strategy
Entice
Experience Entertain Engage Lucky Draw @ Windows
Win 7 OS on touch Experience Zones on
screens along with
screens along with Visual Theatrical Acts by a
y Photo Wall Contest:
Photo Wall Contest: daily basis and Cotton
daily basis and Cotton
Windows Phone 6.5 & Mime delivering product Candies to excite Kids
USP straight out of a Click pictures around
witness the seamless Windows zone and Parents
interface between your Windows Phone
Icon Walkers everywhere Upload it with unique
PC and Phone Caption
in the mall dancing,
playing entertaining the
l i t t i i th Be a lucky one to win one
B l k t i
Kida Cool Windows Phone
13. Experience
• Enriching Windows 7 on Touch Screens & Laptops @ Windows Experience Zone giving hands on
experience to the consumers of Windows 7 OS features and positioning it as Faster, Smarter & Secure
• Showcased Windows Phone @ Windows Experience zone to let users explore Win 6.5( Windows phone
Platform) and giving them the live product experience
• Demonstrations of seamless connectivity between two devices Windows PC & Windows Phone to let users
Demonstrations of seamless connectivity between two devices Windows PC & Windows Phone to let users
understand Everything on your is on your Phone now
• Windows Phones (powered by the latest Windows Mobile 6.5) and Windows 7 on the PC allowed
consumers to do all that they wanted simply & magically. Allowed them to carry the familiar, powerful
consumers to do all that they wanted simply & magically Allowed them to carry the familiar powerful
functionality of Windows from the PC into the Phone, so that they can carry Windows with them all the
time and continue doing all that they love!
14. Touching Windows 7 on Engagement @ Windows
Touch Screens Experience Zone
Experiencing Windows 7 on
p g
Checking specifications
Checking specifications
Laptops Hands On @Windows Phone Zone
16. With the launch of next‐generation Windows, the brand is extending beyond its well
accepted strength in a consumers work‐life and highlighting the fun aspect that it
allows the consumer to indulge in by
Icon Walkers
&
Mime
Bringing Alive the Creative
Bringing Alive the Creative
thought of an International
Microsoft ATL On‐ground ‐ Icon
Walkers, a reference from an
International Ad A Visual theatre act by a Mime
(http://www.youtube.com/wind Artist placed inside a 12ft high
owsphone) first time in India
owsphone) first time in India replica of Windows Phone,
replica of Windows Phone
where Windows Icons tapped, enriched the consumers about
danced, interacted, clicked with the Windows Phone product
the target audience & enthralled USPs in a very funny and
& amazed adults and Kids alike. appealing manner – Show
stopper
Engaging consumers spreading
Engaging consumers spreading
the relevance of Windows in
their everyday lives , Icon
Walkers helped technology leap
out of the device (PC/ Phone)
and strike a warm and pleasant
emotional chord
i l h d
17. Icon Walkers dancing &
g
entertaining people
Visual Theatre Act by Mime Artist
Icon Tapping the Consumer & asking “ Do You Have People Clicking Pictures with Icons
Me in your Phone”
18. Engagement
Get Clicked ‐
• Folks got engaged with the Icon walkers and Mime
while having live product experience. They get their
while having live product experience They get their
pictures clicked via Windows Phone which was linked
with a micro site – photowall.com
• Kids, teenagers , adults ‐ all of them enjoyed the photo
session @ Magic of Windows Zone
session @ Magic of Windows Zone
The Contest ‐ Photo wall
• People to take out their picture from photo wall and
were suppose to upload on a social networking sites
were suppose to upload on a social networking sites
like Facebook, Orkut with a cool/ unique caption to win
be a part of the contest & to win a Windows phone
• They were required to mail the screen shot of the
image on his / her social network to
image on his / her social network to
winwithwindows@hotmail.com
19. Feedback Form
Enticement
Lucky Dip:
• Footfalls to fill in the feedback form
with their details & answer very
simple questions around the
Windows 7 & Windows phone to be
a lucky one to get gift voucher
a lucky one to get gift voucher
Happy to gratify TG with free
everyday
Cotton candy
Cotton Candy:
Cotton Candy:
• Gratifying the audience with a cotton
candy (both kids & adults) visiting the
Zone & experiencing the magic of
one & experiencing the magic of
Windows
Getting Lucky with Gift Voucher at the end
Sharing valuable feedback post
Sharing valuable feedback post of the Dayy
experience & entering into Lucky Draw
20. Overview
• Unconventional P d t
U ti l Product
experience when Icons Come
Alive dressed as life size icons
of MS Word, MS Excel, Media
• A Windows experience zone was
A Windows experience zone was Player, Outlook, Internet
built and dedicated to the two Explorer interacted with
products, Windows7 & Windows consumers & kids, kept them
Phone. At these experience Zones engaged and entertained by
consumers could explore and use dancing on tunes.
Windows 7 on the installed laptops • Visual Theatre Act where a
Vi l Th t A t h
&Touch screens Mime artist posing as a life –
• At the Windows Phone zone size replica of a Windows
consumers were exposed to a live Phone performed five different
demo of the phone
demo of the phone acts to depict the five unique
p q
features of the phone which
• Participate in Contest and share are snippets of our daily lives
your experience & answer to enter
into lucky draw on daily basis and • Consumers who clicked
Win Windows Phone pictures and took videos of the
activity could post their
ti it ld t th i
pictures and videos to
www.photowall.com/windows
& share it with their friends
21. Process
Simultaneously Demonstrators Post having hands on experience
At the Mall, emcee use to
facilitated the hands on of the Magic Windows zone, the
announce & allure the crowd to
experience of new OS for consumers were use to fill the
experience new Windows 7 &
Windows Phone to TG and feedback form basis on which
Windows Phone
shared its features they use to get cotton candies
We were having Mesmerizing Along with all this we ran a
After every 1 hour, Windows
act of mime artist around the contest for Consumers. They
Icons Walkers use to dance in a
Icons Walkers use to dance in a
features of Windows Phone were asked to get themselves
group which acted as icing on
which worked as a pull factor to clicked via Windows Phone and
the cake & attain attention of
bring them at the zone to laugh, upload their photo on social
the footfalls/ eyeballs
applaud & enjoy networking sites
Windows phone were linked They were asked to add some
with a micro site ‐ cool/ unique Caption to their
photowall.com, from where the pics before sharing it via social
TG were asked to download networking sites. Snapshot of
p
their pic & share it with their the same use to be shared with
peer group via social networking MS and one lucky winner won a
sites chance to Win Windows Phone
The Activation also integrated the Key OEM partners of Microsoft‐ HP & Dell for Touch PCs, HTC &
Acer for Phones & Tata DOCOMO offering great data plans on Windows Phone
Acer for Phones & Tata DOCOMO offering great data plans on Windows Phone
29. Medium & Mileage
Presence on Social Press Coverage of
Direct Contact Web marketing OOH
Networking Sites the Event
Viral campaign
Viral campaign
+Web Banners FaceBook,
Twitter,
LinkedIn A Windows
Phone
Both Print & Hydraulic
In‐Mall
In Mall Uploading Pics
Uploading Pics
Digital media Mobile
Activation on Photo wall
covered the Billboard
across 6 cities .com
event campaign was
rolled out in 5
cities
Direct Mailers Blog Posts
to 1 lac
database
35. Results
• Qualitative
Q lit ti
– Reached out to 1.17 million consumers via 1st level of contact.
– 0.2 million consumers participated in the Magic of windows seamless walkthrough and participated
in the quiz
– 55,000 Consumers were educated about Windows mobile and given a personalized demo.
– 50,000 Consumers were educated about Windows 7 via the touch experience Machines and given a
personalized demo.
– Over 10,000 consumers got their pictures clicked with the windows Icons and uploaded these to the
photo wall. At an average each consumer shared with 2 friends creating strong Consumer generated
media.
– 1800 Faced book Invites sent.
– 5 lac premium consumers contacted via linked in
– Over 40 press articles generated including cover pages of leading trade magazines with FREE PR
amounting to 2 million INR
– 10 videos uploaded on YouTube which were used by consumers as consumer driven viral
“ INDIA WAS THE ONLY COUNTRY ABLE TO SUCESSFULLY REPLICATE THE INTERNATIONAL AD
VERTISMENT WITH THE MOVING WINDOWS ICONS ON GROUND”
36. Attainment
No. of Malls Covered No. of days executed Clicks on digital banner No. of Pictures Upload
17 Win Phone Exp Win 7 Exp
Total Footfalls
15
4000
5200
8
7
6 6 Across 5 Cities 55000
5
4
50000
2 2
91000
Delhi Mumbai Bangalore Pune Hyderabad
