Microsoft Everyday Celebs Challenge Solution Results Microsoft needed

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Microsoft Everyday Celebs Challenge Solution Results Microsoft needed to launch their latest Windows Phone

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.