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 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:• 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

– 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

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 users

Revive the Brand & its Create Visibility for the Brand

Celebrating & launching Windows

7 & 6.5 amongst the end

consumers

Revive the Brand & its

Market Share from the

hangover of Windows

Vista failure

Create Visibility for the Brand

& make it more Unique &

Interactive

AAWindows 7 as Faster, Smarter & Secure

BBTo showcase the magic of next generation Windows Applications that

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 Preview

• Desktop Navigation

• Web Experience

Globally launched on 22nd Oct, 2009

Smarter

• Web Experience

• Home Group

• Touch, Play Snap & Play

• Internet TV

• Improved Memory use

Secure• Protects Data

• Security Centre

• Home Group

• Auto system Locator

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 PhoneEverything 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

Operating System

Market Share % Jul

08

WinXP 86.41

WinVista 6.01

Win2000 3.35

Win98 1.56

Win2003 1.24

Linux 0.8

MacOSX 0.46

Usage share of Web client

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

Source: www.statcounter.com

Marketing Dilemma

• Product: Windows 7

• Target Audience –Online Universe

• Challenge(s):

– Brand revival from the Vista Hangover

– No Excitement amongst the TG for Microsoft as a

brand

• Market base:

Potential market

• Product: Windows Phone

• Target Audience – Tech Savvy & High end

Phone Users

• Challenge(s):

– People are not aware of the existence of an

Windows Operating System in a Mobile Phone

– People identified & addressed the Mobile Phones

by its handset provider (HTC, Asus etc) totally

clueless about the OS brandPotential market

India PC market crosses 6.5 million

shipments mark in 2007

Records 20% Year-on-Year growth

Notebook PC shipments touch nearly 1.8

million units: IDC India, Feb 2008

clueless about the OS brand

• Market base: As per Global Smartphone

Sales Q2, 2009 Windows phone with a

Market share of 9% of total

The Thought

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 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 WindowsWindows Experience Zone

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 An initiative to involve the end

users across four

states in the celebration of the

launch of

the two Operating Systems

from Microsoft

A platform to give them a

Unique, enthralling, seamless

Windows

Experience altogether

Strategy

ExperienceEntertain Engage

EnticeExperience

Win 7 OS on touch screens along with Windows Phone 6.5 & witness the seamless interface between your

PC and Phone

Entertain

Visual Theatrical Acts by a Mime delivering product

USP straight out of a Windows Phone

Icon Walkers everywhere in the mall dancing, playing entertaining the Kida

Engage

Photo Wall Contest:

Click pictures around Windows zone

Upload it with unique Caption

Be a lucky one to win one Cool Windows Phone

Lucky Draw @ Windows Experience Zones on daily basis and Cotton Candies to excite Kids and Parents

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

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

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 Engagement @ Windows Touching Windows 7 on

Touch Screens

Experiencing Windows 7 on

Laptops Hands On @Windows Phone ZoneChecking specifications

Engagement @ Windows

Experience Zone

Entertainment

Dancing Windows Icons & A Mime!

A perfect combo-representation of A perfect combo-representation of

Information & Entertainment

Bringing Alive the Creative

thought of an International

Microsoft ATL On-ground - Icon

Walkers, a reference from an

Icon Walkers

&

Mime

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

A Visual theatre act by a Mime

Artist placed inside a 12ft high

replica of Windows Phone,

enriched the consumers about

the Windows Phone product

USPs in a very funny and

appealing manner – Show

stopper

Walkers, a reference from an

International Ad

(http://www.youtube.com/wind

owsphone) first time in India

where Windows Icons tapped,

danced, interacted, clicked with

the target audience & enthralled

& amazed adults and Kids alike.

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

Icon Walkers dancing &

entertaining people

Visual Theatre Act by Mime Artist

Icon Tapping the Consumer & asking “ Do You Have

Me in your Phone”

People Clicking Pictures with Icons

Visual Theatre Act by Mime Artist

Engagement

Get Clicked -• Folks got engaged with the Icon walkers and Mime

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

The Contest - Photo wallThe Contest - Photo wall• People to take out their picture from photo wall and

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

winwithwindows@hotmail.com

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

everydayHappy to gratify TG with free

Cotton candy

Feedback Form

Cotton Candy:

• Gratifying the audience with a cotton

candy (both kids & adults) visiting the

Zone & experiencing the magic of

Windows

Getting Lucky with Gift Voucher at the end

of the DaySharing valuable feedback post

experience & entering into Lucky Draw

Overview

• 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

• 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 • At the Windows Phone zone

consumers were exposed to a live

demo of the phone

• Participate in Contest and share

your experience & answer to enter

into lucky draw on daily basis and

Win Windows Phone

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, 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 features of Windows Phone

which worked as a pull factor to bring them at the zone to laugh,

applaud & enjoy

After every 1 hour, Windows Icons Walkers use to dance in a group which acted as icing on the cake & attain attention of

the footfalls/ eyeballs

Along with all this we ran a contest for Consumers. They

were asked to get themselves clicked via Windows Phone and

upload their photo on social networking sitesapplaud & enjoy 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

peer group via social networking sites

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 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 Phone

Reaching the 6 TOP metros in India

BangaloreDelhi & NCR

Mumbai

Pune

Hyderabad

25 Malls

47 Days

Medium & Mileage

Direct Contact Web marketing

Viral campaign +Web Banners

Presence on Social Networking Sites

FaceBook, Twitter, LinkedIn

Press Coverage of the Event

OOH

A Windows

In-Mall Activation

across 6 cities

Uploading Pics on Photo wall

.com

Direct Mailers to 1 lac

database

LinkedIn

Blog Posts

Both Print & Digital media covered the

event

A Windows Phone

Hydraulic Mobile

Billboard campaign was rolled out in 5

cities

Widening the Reach & Penetration

360

On-Ground

Web Marketing

W.O.M.

360 Degrees

OOH

Social Networkin

g Sites

P.R.

Direct mailers on LinkedIn

http://www.youtube.com/watch?v=p-1LRhO7oM0

Links- Digital Roll-Out

Activity on Facebook

www.photowall.com/windows

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 • 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. 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