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CASE STUDY: Microsoft launch Window's Vista in the UK

Provided by smp
SMP were entrusted with one of the biggest campaigns in Microsoft's history; the launch of their new OS, Window's Vista, in UK.

What was the Challenge / Background of the Campaign?

Microsoft wanted to get consumers to engage in real time with Vista focusing on the 5 key benefit areas, film, music, gaming, digital memories and communication.

What was the Campaign Objective?

Stage 1: To incentivise the maximum number of consumers to go online and watch Vista demos. Stage 2: To take Window's Vista to as many business and home consumers as possible, inviting them to experience it live.

What was the Solution?

Stage 1: Pre-launch a 2.5 tonne ice sculpture of the word WOW was erected in Covent Garden, visitors who entered a correct code could win a Vista loaded laptop. Online, consumers were driven to the Vista website by external media watched up to 6 demos and entered a draw to win one of several WOW money can't buy prizes. Once they had viewed 3 demos consumers were entered into the 'Ultimate WOW' draw to "see the world's best Vistas from the world's best windows". Stage 2: At major airports and the UK's top 9 shopping precincts consumers were invited to get hands on with Vista

What were the Results?

Actual figures are embargoed by Microsoft confidentiality policy. The UK online promotion achieved more entries than all the worldwide local launches combined. Over 9 million consumers saw Window's Vista as they travelled and shopped. Over 400,000 consumers interacted with Vista at business airports and precincts. We gained an amazing 100% compliance with the 'text and win' promotion in each of the UK's top technology retailers. And all the prizes, with a total value in excess of £100,000, were sourced at no cost to Microsoft.

What were the Key Learnings of this Campaign?

Talk to and engage with consumers when they are in the right frame of mind, the right place at the right time

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BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Over 9m consumers saw Vista as they travelled & shopped
All adultsBoth
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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