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CASE STUDY: Microsoft Summer Roadshow 2008

Provided by Multiply
A 100 inch touch-screen was housed within an interactive display that demonstrated the new benefits of Microsoft Office 2007.

What was the Challenge / Background of the Campaign?

MADE were required to demonstrate Microsoft Office 2007 for home use in an innovative and engaging way, that would illustrate to families just how good it was. We were required to develop a strategy that would effectively illustrate the added features of Office 2007 to a high volume of families with children, on a national scale. Bearing all of this in mind we still needed to generate an interest and desire in the product whilst also ensuring that the campaign was both engaging, fun and informative.

What was the Campaign Objective?

To build on the success of the previous tour through efficiently demonstrating Microsoft Office 2007 in an innovative and engaging way for families and children. The campaign also needed to ensure that it would generate sufficent levels of interest and desire in the product, whilst also answering any potential consumer queries.

What was the Solution?

The development of an interactive touch screen cube that was enclosed within a house. The interactive house enabled users to not only engage with the content but to also learn about Microsoft Office 2007 for home use at the same time. The content within the house was designed to appeal through its playful nature, and create a fun and playful environment for children. The house was taken on a 13 date tour of shopping centres and PC World retail parks. Trained staff members were ever present to encourage consumer engagement and also answer any potential queries.

What were the Results?

There was a 326% above target interaction rate of 152 individuals per day, and a 70% increase in interactions per day in comparison to previous roadshow.

What were the Key Learnings of this Campaign?

The engaging and interactive content provided allowed consumers of all ages to learn in a fun filled environment, where they were supported throughout by fully trained staff. Due to the campaign's interactive nature, the consumer is more likely to link their positive experience with their perceptions of the brand. Due to the campaigns innovative, engaging and fun filled concept there are increased possibilities of word of mouth promotion between consumers.

BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kABC1 Families
10 - 15
25 - 34
35 - 44
All adults
Both
ABC1
Kids HH
Students
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSEXPERIENTIAL
PUBLIC RELATIONS
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