Microsoft Windows Case study A SMALL DEMONSTRATION by O Escritorio

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Industry Software & Multimedia Productions, SaaS
Media Case study
Market Portugal
Agency O Escritorio
Director Jose Manuel Abrantes
Producer Rita Lage
Released May 2013


Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Temporary In-Store Displays in a Promotional Campaign Silver

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Temporary In-Store Displays in a Promotional Campaign
Product/Service: WINDOWS 8

Chief Creative Officer: Nuno Jerónimo (O Escritório)
Chief Executive Director: Tiago Canas Mendes (O Escritório)
Account Executive: Pedro Pereira Martins (O Escritório)
Producer: Rita Lage (O Escritório)
Director: José Manuel Abrantes ()
Original Soundtrack: Gonçalo Abrantes ()

Describe the brief from the client
After the worldwide launch of Microsoft's Windows 8, we were asked to add a local flavor to the global advertising campaign and help promote sales in-store.
The ambition was to engage and inspire local consumers in a low-budget brand activation, keeping in mind the importance of the product features while delivering the message.

Promotion Development

We came up with "a small demonstration", a product demo made by a child to prove the product's simplicity of usage. On December 7th, at the PC Experience, inside a Fnac Store in Lisbon, whoever asked about Windows 8 features was attended by a 10 year old Microsoft guru.
There were no projected response rates, only the ambition of creating "word-of-mouth", "a wow moment", something that would last in the store visitors mind.


With a total investment of €50.000 (production and media), the 60 in-store demos performed that day by the young gurus lead to around 1.3 million YouTube views (89% organic virality), 25.000 likes and 3.300 Youtube, Facebook and Twitter comments from all over the world, not to mention the unmeasurable goodwill towards the brand.

Relevancy to Product/Service

With disarming simplicity, this small demonstration managed to capture in a very effective way the products's essence. It was emotional in its approach, but rational in unequivocally making a point. We believe the fact that the best feedback obtained was not about the advertising but about the product, says it all.