Magic of Windows

Executive SummaryBrief / Objectives: Two Fold • To launch the new Windows 7 (new operating system), amidst target audience:

– Drive Awareness– Create Engagement level– Establish Windows as a fun-filled brand & a part of everyday life

• To showcase the magic of next generation Windows Applications that allow seamless connectivity on Windows Platform – Windows 7 & Windows Phone 6.5

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 – 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

Brief/Objectives

• To unveil the new Windows 7, with more glee this time around amid their consumers

• Drive Awareness• Drive Engagement • Create Excitement• To showcase the magic of next generation Windows Application that

allows seamless connectivity on Windows Platform – Windows 7 & Windows Phone on 6.5

• Add the “excitement” quotient to the brand

The Product- Windows 7 Is….

Faster• Improved Boot

Performance• Live Task Bar Preview• Desktop Navigation

Smarter

• Web Experience• Home Group• Touch, Play Snap & Play• Internet TV• Improved Memory use

Secure• Protects Data• Security Centre• Home Group• Auto system Locator

Globally launched on 22nd Oct, 2009

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 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 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 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, say analysts, coincides with the world's appetite for personal computers picking up again after the global slowdown.

• Windows 7 will benefit from two 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 new purchases," says Alok Shende, principal analyst, Ascentius Consulting.

Mobile Devices OS

Usage Share of Web client OS

Operating SystemMarket Share % Jul 08

WinXP 86.41WinVista 6.01Win2000 3.35Win98 1.56Win2003 1.24Linux 0.8MacOSX 0.46

Source: www.statcounter.com

Marketing Dilemma

• Product: Windows 7 & Windows Phone

• Target Audience –Online Universe & high end Phone users

• Challenge(s): – Brand revival from the Vista Hangover– For Mobile Devices -Users” Choice by brand and not by OS – No Excitement amongst the TG for Microsoft as a brand

• Market base:

India PC market crosses 6.5 million shipments mark in 2007Records 20% Year-on-Year growthNotebook PC shipments touch nearly 1.8 million units: IDC India, Feb 2008

The ThoughtIn order to meet the desired Objectives, need was to:

• Break clutter via devising a novel approach, a novel thought right from the word “go”• Focus on interaction & a two-way mode of communication• Rejuvenate old friend Microsoft to an exciting 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

Magic Of Windows is a Campaign which was born by the users, of the users & for the

users

An initiative to involve the end users across fourstates in the celebration marking the launch of

the two Operating Systems from Microsoft & give them a Unique, enthralling, seamless Windows

Experience altogether

So We can Say….

Strategy

Experience the Magic of Windows- Windows 7 & Windows phone (6.5) and seamless interface between your PC and Phone

Entertainment by driving a Fun factor around the brand and deliver message through Visual theatre Acts

Engage the Target Audience with Human dressed as Life – size icons of MS Applications - Excel, Word, Outlook, Media Player, Internet Explorer

Entice the TG through Goodies and Lucky draw on the spot

Key Tasks to Perform

Windows 7 as Faster, Smarter & Secure

Seamless experience of Windows on PC & Phone platforms

Create Visibility of the Brand & make it more Unique & Interactive

Celebrating & launching Windows 7 & 6.5 amongst the end consumers

Consumer Activation Exercise

Adding life to Windows IconsWindows Experience Zone

Activity at a GlanceProcess

Meet with Windows Icons @ a Mall near you

Creative: Windows Experience Zone @ Malls

Activity@ Glance

• Activity Duration: Started in 1st Week of November to Last week of December

• A Windows experience zone was built and dedicated to the two products, Windows7 & Windows Phone. At these experience Zones consumers could explore and use Windows 7 on the installed laptops &Touch screens.

• At the Windows Phone zone consumers were exposed to a live demo of the phone

• Unconventional Product experience when Icons Come Alive dressed as life size icons of MS Word, MS Excel, Media Player, Outlook, Internet Explorer interacted with consumers & kids, kept them engaged and entertained by dancing on tunes.

• 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 features of the phone which are snippets of our daily lives

• Consumers who clicked pictures and took videos of the activity could post their pictures and videos to www.photowall.com/windows & share it with their friends

Process

At the Mall TG was invited to experience new Windows 7

& Phone

Emcee to announce & allure the crowd

At the zone Demonstrators facilitated the hands on

experience of new OS to TG and shared the features

The footfalls to the mesmerizing act of mime

artist around the features of Windows Phone making

them laugh & applaud

Icons Walkers to catch attention of the consumers

and to interact cutely

Consumers can get their pictures clicked from

Windows Phone, upload on photowall.com & can share later on with their friends

Enter into daily Lucky draw by filling the feedback form

Get Cotton candies for your Kids

Add Caption to your pics , upload on Social networking site, share the snapshot with

MS and get 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

The Windows Experience Zone

Touching Windows 7 on Touch Screens

Experiencing Windows 7 on Laptops Hands On @Windows Phone Zone Checking specifications

Engagement @ Windows Experience Zone

Entertainment & Engagement @ its Best!

Icon checking with Consumer & asking “ Do You Have Me in your

Phone” Icon Walkers dancing & entertaining people

Getting Lucky with Gift Voucher at the end of the DayHappy to gratify TG with free

Cotton candy

Clicking Pictures with Icons for Photo wall & upload on Photowall, share it with your

friends

Sharing feedback post experience & entering into Lucky Draw

Visual Theatre Act by Mime Artist

Scale

ReachMultipliers

Medium & MileageLinks

Reach

Bangalore

Mumbai

Pune

Hyderabad

Delhi & NCR

12 Malls48 Days

A P.R. CampaignDigital Campaign

Social Media Campaign

OOH Media

Widening the Reach & Penetration

360 Degrees

On-Ground

Web Marketing

OOH

Social Networking

Sites

P.R.

W.O.M.

Medium & Mileage

Direct Contact

In-Mall Activation

across 6 cities

Web marketing

Viral campaign +Web Banners

Uploading Pics on Photo wall .com

Direct Mailers to 1 lac

database

Presence on Social

Networking Sites

FaceBook, Twitter, LinkedIn

Blog Posts

Press Coverage of the Event

Both Print & Digital media covered the

event

OOH

A Windows Phone Hydraulic

Mobile Billboard

campaign was rolled out in 5

cities

Digital Roll-Out

• www.linledin.com/home• http://www.afaqs.com/perl/news/story.html?sid=26144• www.photowall.com/windows• http://www.youtube.com/watch?v=p-1LRhO7oM0• http://jagransolutions.blogspot.com/• http://www.facebook.com/r.php?i=1&invid=1146819130&key=Z5AZQ65Z

V5TF6FDEREZYR5PQV3FD4X2L• http://www.youtube.com/watch?v=gC3x-DYxtdU• http://www.youtube.com/watch?v=XgU5EtXYKz4• http://www.youtube.com/watch?v=HZewo6OV-_Y• http://www.youtube.com/watch?v=jYes32ydfcY• Electronic Direct Mailers

Prominent Coverage

Other Coverage

Welcome & Experience the Magic of Windows

A Journey through snapshots

Our very own Icon Walkers

Let’s Dance

Kids just loved Icons Walking around them

Say “Hi…”

Icons Walkers a Hit Among Youth too

Say CheeseLet’s Click …

Hey You, Wait…Let Me Capture You

Alluring Crowd surrounding the Zone

PC Simplified with Windows 7

Touching the Simplicity

Windows PhoneEverything is in it !!

Thank you

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