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Microsoft Everyday Celebs Challenge Solution Results Microsoft needed to launch their latest Windows Phone into the potentially lucrative, but highly competitive pre-Christmas market. We developed a pioneering Digital OOH (DOOH) strategy that combined Interactive, Broadcast and Social - making ‘Everyday Celebrities’ out of the British public. The participation-led DOOH strategy achieved 15, 490 interactions (+210% above target) and received 2, 266 subscriptions to become stars of the broadcast campaign. The interactive technology deployed allowed us to showcase many of the uniquely personal Windows Phone experiences – allowing consumers to select their home-screen colour and lifestyle preferences, while adding their own name and photo. The activity enhanced brand perception of Windows Phone with a +21% rise around core brand statements – including ‘love’ and ‘innovation’. Windows Phone is a unique, personal device – designed to reflect the unique personalities of everyone who owns it. Our challenge was to use media that communicated this in as ‘real’ a way as possible. This user generated content was then broadcast in real-time to DOOH screens across the UK. Between the campaign launch and Christmas – during which time the OOH was the core media – Windows Phone sales rose 143% above target.