seamless integration case study launch activation windows & & mobile
TRANSCRIPT
Launch activation for Windows Mobile & Windows 7
Magic of Windows
Executive SummaryBrief/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
i d i i iDesired Positioning:• 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 ExerciseConsumer 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
d d l f i i– Brand Messages were communicated in a very Human Way: seamless part of interaction
– 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 MediaIntegrated 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
Objectives
Celebrate the launch of two new Operating Systems from the cradle of Microsoft, Windows 7 (for PCs & Laptops) and Windows 6.5 (for Windows Phones) with the end users
Celebrate the launch of two new Operating Systems from the cradle of Microsoft, Windows 7 (for PCs & Laptops) and Windows 6.5 (for Windows Phones) with the end usersWindows Phones) with the end users
Revive the Brand & its Market Share from the hangover of Windows
Create Visibility for the Brand & make it more Unique & Interactive
Vista failure
Celebrating & launching Windows 7 & 6.5 amongst the end gconsumers
D i dAAWindows 7 as Faster, Smarter & Secure
Desired Positioning
BBTo showcase the magic of next generation Windows Applications that
allow seamless connectivity on Windows Platform devices PC & phone
CCEstablish Windows as a fun‐filled brand & a part of everyday life
The Product‐Windows 7 Is….
Faster• Improved Boot Performance• Live Task Bar PreviewFaster• Desktop Navigation
Globally launched on 22nd Oct, 2009
Smarter• Web Experience• Home Group• Touch, Play Snap & PlayI t t TV• Internet TV
• Improved Memory use
Secure• Protects Data• Security Centre• Home Group• Auto system Locator• Auto system Locator
The Product Windows PhoneWindows 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 rangeUnlike I phone it comes in many options & price range
Industry Background• The Microsoft OS (XP, Vista included) is
estimated to have an around 92 per cent market share in India.
• Symbian platform for Mobile devices leads with almost 50% market share Operating System
Market Share % Jul 08
Usage share of Web client
%whereas Windows Phone with only 9% globally
• The rest comprises the disk operating system or DOS (which is latter upgraded to another OS ‐‐mostly a
WinXP 86.41WinVista 6.01Win2000 3.35Win98 1.56Win2003 1.24Linux 0 8
pirated Microsoft OS or a Linux one), Apple OS (the latest being Snow Leopard) and Linux variants (from Red Hat and Novell).
• The timing of the launch of Windows 7, Mobile Devices OS
Linux 0.8MacOSX 0.46
say analysts, coincides with the world's appetite for personal computers picking up again after the global slowdown.
• Windows 7 will benefit from two d i i h i k O i
Mobile Devices OS
drivers in the enterprise market. One is 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 newbecome the de facto standard for new purchases," says Alok Shende, principal analyst, Ascentius Consulting. Source: www.statcounter.com
Marketing Dilemma
• Product: Windows 7
• Target Audience –Online Universe
• Product: Windows Phone
• Target Audience – Tech Savvy & High end a get ud e ce O e U e se
• Challenge(s): – Brand revival from the Vista Hangover
– No Excitement amongst the TG for Microsoft as a brand
a get ud e ce ec Sa y & g e dPhone Users
• Challenge(s): – People are not aware of the existence of an
Windows Operating System in a Mobile Phone
• Market base:
Potential marketIndia PC market crosses 6.5 million
– People identified & addressed the Mobile Phones by its handset provider (HTC, Asus etc) totally clueless about the OS brand
• Market base: As per Global Smartphone S l Q2 2009 Wi d h ithshipments mark in 2007
Records 20% Year‐on‐Year growth
Notebook PC shipments touch nearly 1.8
million units: IDC India Feb 2008
Sales Q2, 2009 Windows phone with a Market share of 9% of total
million units: IDC India, Feb 2008
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 gConsumers’ 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
Magic of Windowsi d iWindows Experience Zone
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 users across fourstates in the celebration of the
A platform to give them a Unique, enthralling, seamless Wi dstates in the celebration of the
launch ofthe two Operating Systems from Microsoft
WindowsExperience altogether
Strategy
ExperienceWin 7 OS on touch screens along with
EntertainVisual Theatrical Acts by a
EngagePhoto Wall Contest:
EnticeLucky Draw @ Windows Experience Zones on daily basis and Cottonscreens along with
Windows Phone 6.5 & witness the seamless interface between your
PC and Phone
yMime delivering product USP straight out of a Windows Phone
Icon Walkers everywhere in the mall dancing, l i t t i i th
Photo Wall Contest:
Click pictures around Windows zone
Upload it with unique Caption
B l k t i
daily basis and Cotton Candies to excite Kids and Parents
playing entertaining the Kida
Be a lucky one to win one Cool Windows Phone
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 powerfulconsumers 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!
Touching Windows 7 on Touch Screens
Engagement @ Windows Experience Zone
Experiencing Windows 7 on Checking specificationsp gLaptops Hands On @Windows Phone Zone
Checking specifications
Entertainment
Dancing Windows Icons & A Mime!Dancing Windows Icons & A Mime!A perfect combo‐representation of
Information & EntertainmentInformation & Entertainment
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 &
Bringing Alive the Creative
Mime
A Visual theatre act by a Mime Artist placed inside a 12ft high replica of Windows Phone
Bringing Alive the Creative thought of an International
Microsoft ATL On‐ground ‐ Icon Walkers, a reference from an
International Ad (http://www.youtube.com/windowsphone) first time in India replica of Windows Phone,
enriched the consumers about the Windows Phone product USPs in a very funny and appealing manner – Show stopper
owsphone) first time in Indiawhere Windows Icons tapped, danced, interacted, clicked with the target audience & enthralled & amazed adults and Kids alike.
Engaging consumers spreadingEngaging 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
i l h demotional chord
Icon Walkers dancing & gentertaining people
Visual Theatre Act by Mime Artist
Icon Tapping the Consumer & asking “ Do You Have Me in your Phone”
People Clicking Pictures with Icons
Engagement
Get Clicked ‐• Folks got engaged with the Icon walkers and Mime
while having live product experience They get theirwhile 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 Zonesession @ 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 siteswere 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 toimage on his / her social network to [email protected]
EnticementFeedback Form
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 vouchera lucky one to get gift voucher everyday
Cotton Candy:
Happy to gratify TG with free 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 ofWindows
Getting Lucky with Gift Voucher at the end of the DaySharing valuable feedback post ySharing valuable feedback post
experience & entering into Lucky Draw
Overview
U ti l P d t
• A Windows experience zone was
• Unconventional Product experience when Icons Come Alive dressed as life size icons of MS Word, MS Excel, Media Player, Outlook, Internet • A Windows experience zone was
built and dedicated to the two products, Windows7 & Windows Phone. At these experience Zones consumers could explore and use
Explorer interacted with consumers & kids, kept them engaged and entertained by dancing on tunes.
Vi l Th t A t hWindows 7 on the installed laptops &Touch screens
• At the Windows Phone zone consumers were exposed to a live demo of the phone
• Visual Theatre Act where a Mime artist posing as a life –size replica of a Windows Phone performed five different acts to depict the five unique demo of the phone
• Participate in Contest and share your experience & answer to enter into lucky draw on daily basis and Win Windows Phone
p qfeatures of the phone which are snippets of our daily lives
• Consumers who clicked pictures and took videos of the ti it ld t th iactivity could post their
pictures and videos to www.photowall.com/windows& share it with their friends
Process
At the Mall, emcee use to announce & allure the crowd to experience new Windows 7 &
Windows Phone
Simultaneously Demonstrators facilitated the hands on experience of new OS for Windows Phone to TG and
shared its features
Post having hands on experience of the Magic Windows zone, the consumers were use to fill the feedback form basis on which they use to get cotton candies
We were having Mesmerizing act of mime artist around the After every 1 hour, Windows
Icons Walkers use to dance in a
Along with all this we ran a contest for Consumers. They
features of Windows Phone which worked as a pull factor to bring them at the zone to laugh,
applaud & enjoy
Icons Walkers use to dance in a group which acted as icing on the cake & attain attention of
the footfalls/ eyeballs
were asked to get themselves clicked via Windows Phone and upload their photo on social
networking sites
Windows phone were linked with a micro site ‐
photowall.com, from where the TG were asked to download their pic & share it with their
They were asked to add some cool/ unique Caption to their pics before sharing it via social networking sites. Snapshot of the same use to be shared with p
peer group via social networking sites
MS and one lucky winner won a 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 PhoneAcer for Phones & Tata DOCOMO offering great data plans on Windows Phone
Reaching the 6 TOP metros in India
BangaloreDelhi & BangaloreNCR
25 Malls
MumbaiHyderabad47 Days
Pune
Medium & Mileage
Direct Contact Web marketing Presence on Social Networking Sites
Press Coverage of the Event OOH
Viral campaign
In Mall
Viral campaign +Web Banners
Uploading Pics
FaceBook, Twitter, LinkedIn
Both Print &
A Windows Phone
Hydraulic In‐Mall Activation
across 6 cities
Uploading Pics on Photo wall
.com
Digital media covered the
event
Mobile Billboard
campaign was rolled out in 5
cities
Direct Mailers to 1 lacdatabase
Blog Posts
Widening the Reach & Penetration
On‐Ground
Web MarketingW.O.M.
360 Degreesg
OOHP.R.
Social Networking Sitesg Sites
Links‐ Digital Roll‐Out
Direct mailers on LinkedIn
http://www.youtube.com/watch?v=p‐1LRhO7oM0
Activity on Facebook
http://jagransolutions.blogspot.com/2009/11/dancing‐windows‐icons‐mime_07.html
www.photowall.com/windows
http://www.youtube.com/watch?v=jYes32ydfcY
Prominent Coverage
FRONT COVER !!
Other Coverages covering almost every Business media in the country
Results Q lit ti• Qualitative
– 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”
Attainment
No. of Malls Covered No. of days executed Clicks on digital banner No. of Pictures Upload
17
15
Win Phone Exp Win 7 Exp
Total Footfalls
85200
4000
87
65
4
6
50000
55000Across 5 Cities
2 2
Delhi Mumbai Bangalore Pune Hyderabad
91000
50000
Delhi Mumbai Bangalore Pune Hyderabad