Windows7 activation
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Transcript of Windows7 activation
Magic of Windows
Executive SummaryBrief / Objectives: Two Fold • To launch the new Windows 7 (new operating system), amidst target audience:
– Drive Awareness– Create Engagement level– Establish Windows as a fun-filled brand & a part of everyday life
• To showcase the magic of next generation Windows Applications that allow seamless connectivity on Windows Platform – Windows 7 & Windows Phone 6.5
Consumer 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
Brief/Objectives
• To unveil the new Windows 7, with more glee this time around amid their consumers
• Drive Awareness• Drive Engagement • Create Excitement• To showcase the magic of next generation Windows Application that
allows seamless connectivity on Windows Platform – Windows 7 & Windows Phone on 6.5
• Add the “excitement” quotient to the brand
The Product- Windows 7 Is….
Faster• Improved Boot
Performance• Live Task Bar Preview• Desktop Navigation
Smarter
• Web Experience• Home Group• Touch, Play Snap & Play• Internet TV• Improved Memory use
Secure• Protects Data• Security Centre• Home Group• Auto system Locator
Globally launched on 22nd Oct, 2009
The Product Windows PhoneWindows 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 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 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
Usage Share of Web client OS
Operating SystemMarket Share % Jul 08
WinXP 86.41WinVista 6.01Win2000 3.35Win98 1.56Win2003 1.24Linux 0.8MacOSX 0.46
Source: www.statcounter.com
Marketing Dilemma
• Product: Windows 7 & Windows Phone
• Target Audience –Online Universe & high end Phone users
• Challenge(s): – Brand revival from the Vista Hangover– For Mobile Devices -Users” Choice by brand and not by OS – No Excitement amongst the TG for Microsoft as a brand
• Market base:
India PC market crosses 6.5 million shipments mark in 2007Records 20% Year-on-Year growthNotebook PC shipments touch nearly 1.8 million units: IDC India, Feb 2008
The ThoughtIn order to meet the desired Objectives, need was to:
• 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 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
Magic Of Windows is a Campaign which was born by the users, of the users & for the
users
An initiative to involve the end users across fourstates in the celebration marking the launch of
the two Operating Systems from Microsoft & give them a Unique, enthralling, seamless Windows
Experience altogether
So We can Say….
Strategy
Experience the Magic of Windows- Windows 7 & Windows phone (6.5) and seamless interface between your PC and Phone
Entertainment by driving a Fun factor around the brand and deliver message through Visual theatre Acts
Engage the Target Audience with Human dressed as Life – size icons of MS Applications - Excel, Word, Outlook, Media Player, Internet Explorer
Entice the TG through Goodies and Lucky draw on the spot
Key Tasks to Perform
Windows 7 as Faster, Smarter & Secure
Seamless experience of Windows on PC & Phone platforms
Create Visibility of the Brand & make it more Unique & Interactive
Celebrating & launching Windows 7 & 6.5 amongst the end consumers
Consumer Activation Exercise
Adding life to Windows IconsWindows Experience Zone
Activity at a GlanceProcess
Meet with Windows Icons @ a Mall near you
Creative: Windows Experience Zone @ Malls
Activity@ Glance
• Activity Duration: Started in 1st Week of November to Last week of December
• 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 consumers were exposed to a live demo of the phone
• 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 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 TG was invited to experience new Windows 7
& Phone
Emcee to announce & allure the crowd
At the zone Demonstrators facilitated the hands on
experience of new OS to TG and shared the features
The footfalls to the mesmerizing act of mime
artist around the features of Windows Phone making
them laugh & applaud
Icons Walkers to catch attention of the consumers
and to interact cutely
Consumers can get their pictures clicked from
Windows Phone, upload on photowall.com & can share later on with their friends
Enter into daily Lucky draw by filling the feedback form
Get Cotton candies for your Kids
Add Caption to your pics , upload on Social networking site, share the snapshot with
MS and get 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
The Windows Experience Zone
Touching Windows 7 on Touch Screens
Experiencing Windows 7 on Laptops Hands On @Windows Phone Zone Checking specifications
Engagement @ Windows Experience Zone
Entertainment & Engagement @ its Best!
Icon checking with Consumer & asking “ Do You Have Me in your
Phone” Icon Walkers dancing & entertaining people
Getting Lucky with Gift Voucher at the end of the DayHappy to gratify TG with free
Cotton candy
Clicking Pictures with Icons for Photo wall & upload on Photowall, share it with your
friends
Sharing feedback post experience & entering into Lucky Draw
Visual Theatre Act by Mime Artist
Scale
ReachMultipliers
Medium & MileageLinks
Reach
Bangalore
Mumbai
Pune
Hyderabad
Delhi & NCR
12 Malls48 Days
A P.R. CampaignDigital Campaign
Social Media Campaign
OOH Media
Widening the Reach & Penetration
360 Degrees
On-Ground
Web Marketing
OOH
Social Networking
Sites
P.R.
W.O.M.
Medium & Mileage
Direct Contact
In-Mall Activation
across 6 cities
Web marketing
Viral campaign +Web Banners
Uploading Pics on Photo wall .com
Direct Mailers to 1 lac
database
Presence on Social
Networking Sites
FaceBook, Twitter, LinkedIn
Blog Posts
Press Coverage of the Event
Both Print & Digital media covered the
event
OOH
A Windows Phone Hydraulic
Mobile Billboard
campaign was rolled out in 5
cities
Digital Roll-Out
• www.linledin.com/home• http://www.afaqs.com/perl/news/story.html?sid=26144• www.photowall.com/windows• http://www.youtube.com/watch?v=p-1LRhO7oM0• http://jagransolutions.blogspot.com/• http://www.facebook.com/r.php?i=1&invid=1146819130&key=Z5AZQ65Z
V5TF6FDEREZYR5PQV3FD4X2L• http://www.youtube.com/watch?v=gC3x-DYxtdU• http://www.youtube.com/watch?v=XgU5EtXYKz4• http://www.youtube.com/watch?v=HZewo6OV-_Y• http://www.youtube.com/watch?v=jYes32ydfcY• Electronic Direct Mailers
Prominent Coverage
Other Coverage
Welcome & Experience the Magic of Windows
A Journey through snapshots
Our very own Icon Walkers
Let’s Dance
Kids just loved Icons Walking around them
Say “Hi…”
Icons Walkers a Hit Among Youth too
Say CheeseLet’s Click …
Hey You, Wait…Let Me Capture You
Alluring Crowd surrounding the Zone
PC Simplified with Windows 7
Touching the Simplicity
Windows PhoneEverything is in it !!
Thank you
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