Microsoft DM BACK2COOL by Buzzman Paris

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market France
Agency Buzzman Paris
Art Director Julien Simons, Louis Audard, Benoît Lagalle, Clément Dantzer
Copywriter Tristan Daltroff
Photographer Florent Huot
Account Supervisor Christelle Delarueelarue
Released October 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: MICROSOFT
Date of First Appearance: Oct 11 2010
Entrant Company: BUZZMAN, Paris, FRANCE
Entry URL:
Chief Executive Officer / Creative Director: Georges Mohammed-Cherif (Buzzman)
Managing Director: Thomas Granger (Buzzman)
Account Supervisor: Christelle DelarueELARUE (Buzzman)
Account Manager: Olivier Lopez (Buzzman)
Copywriter: Tristan Daltroff (Buzzman)
Art Director: Louis Audard (Buzzman)
Art Director: Julien Simons (Buzzman)
Art Director: Benoît Lagalle (Buzzman)
Art Director: Clément Dantzer (Buzzman)
Digital Producer: Mélanie Rohat-Meheust (Buzzman)
Digital Producer: Laurent Marcus (Buzzman)
Tour Production: (L'Ecurie)
Web Production: (Oomastudio)
Film Production: (Konbini)
Photographer: Florent Huot
Media placement: Website - Http:// - 11th October 2010
Media placement: Tour - ESC Montpellier University - 11th October 2010

Describe the brief/objective of the direct campaign.
The objective was to promote the new Windows 7 operating system.
The target audience was students, we wanted to show that Windows 7 is cool. And totally fits them.
A huge tour was organized from 11th October to 19th October with a jury composed of the 3 famous French humorists Axelle Lafont, Pierre Mathieu and Vincent Desagnat. Their goal was to choose the coolest student ever.
The tour bus stopped in 21 universities and students had the chance to prove that they are the coolest in 7 seconds.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative strategic solution was to organize and film a nation-wide search for the coolest student in France.

A schoolbus became a studio in which students had 7 seconds only to prove that you're the coolest student ever. A dedicated website was created. All the videos were broadcasted on it. Who got the most votes on the website won an exceptional party for his school, dj-ed by the trendy electro label Ed Banger.
Konbini created a daily online TV show in wich they shown the performances of the students.

The campaign was advertised through posters in the universities directing students to the website.

Explain why the creative execution was relevant to the product or service.
The creative execution was related to the product. Indeed, we wanted to show the coolness of Windows 7 and of its functionalities through a national operation based on fun and originality.

What can be cooler than bringing cool celebrities to campuses around France to find cool students ?

What party is cooler than the one that crowns you the coolest student in France in front of all your fellow students and with the coolest dj's?

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- A 3-week tour around France : 90 000 students exposed to the operation and immerged into the Windows 7 experience (24 000 flyers and 3 000 posters displayed in schools)
- Over 6 millions video views on the website
- Over 1 million votes for the coolest students on the website