Mobile Phones: "WINDOWS PHONE" Promo / PR Ad by Wunderman

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: MICROSOFT WINDOWS PHONE
Product/Service: MOBILE PHONE
Agency: WUNDERMAN
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: UM CANADA, Toronto, CANADA
Entry URL: http://www.muchmusic.com/winphone
Manager Communications Strategies: Melissa Williams (UM Canada)
Marcom Lead Consumer & Online: Doug Hawe (Microsoft Canada)
Marketing Manager: Nicky Banks (Microsoft Canada)
Director Mobile Communications: Alec Taylor (Microsoft Canada)
Senior Research Manager: Andrew Assad (Microsoft Canada)
Group Account Director: Derek Yarnell (Wunderman Toronto)
Senior Account Manager: Katie Rakoczy (Wunderman Toronto)
Brand Partnership Manager: Catherine Halliday (Much MTV Group)
Media placement: TV - Promo Spot - MuchMusic - 17/11/2009
Media placement: Online - Promo Spot - MuchMusic - 17/11/2009

Results and Effectiveness
The exclusive Windows Phone MOD app download succeeded all expectations: retailers where kept busy customising newly purchased Window Mobile Devices. The customised, exclusive app delivered higher than anticipated results across all measurements - Awareness +9% teens, +29% parents. - 9.3% site visitor’s downloaded app - CTR 10.4% - ROI 3:1:1

Creative Execution
Through research it was uncovered that the most compelling component of their phone was what it could do - the more apps, the more customisation the better. With this insight we worked with the #1 teen TV music station to develop a first ever, Windows Phone exclusive MuchMusic app. A microsite was created where you could go and download the app plus chances to win daily prizes – the microsite also drove to retailer with the added bonus of directly sending consumers to the Window Phone site to get more information on the Phone. The exclusive app was communicated through a Holiday Wrap Promotion. Not only lived on TV and online, but personalised email where sent to MuchMusic data base informing them of this opportunity plus a direct tie-in to a retail initiative where phones where “customised” after purchase including the MuchMusic app.

Insights, Strategy & the Idea
With limited dollars, and launching into a highly competitive marketplace, low levels of awareness and low brand-preference we needed to ensure our offer rang true with the teen target and provided them the incentive to go instore and sign up for a Windows Phone. To be successful we needed to uncover what the most compelling brand drive was for phone purchase and focus in on delivering that message in a relevant and motivating manner.