A VILLAGE OF EXPERTS by Bungalow 25 Madrid for Microsoft Windows

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A VILLAGE OF EXPERTS

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Spain
Agency Bungalow 25 Madrid
Creative Director Iñigo Ancizu
Art Director Myriam López Del Barrio
Producer Raquel Riaño
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: MICROSOFT
Product/Service: WINDOWS 7
Agency: BUNGALOW 25
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: BUNGALOW 25, Madrid, SPAIN
Entry URL: http://www.sietesunpueblodeexpertos.com
President: Pablo Pérez-Solero (Bungalow25)
Creative Executive Director: Julio Gálvez (Bungalow25)
Creative Director: Iñigo Ancizu (Bungalow25)
Art Director: Myriam López (Bungalow25)
Account Director: Marta Larrauri (Bungalow25)
Producer: Raquel Riaño (Bungalow25)
Accont Executive: Edenia González
Media placement: Outdoor - Sietes. A Small Village On The North Of Spain - 22/10/2009

Describe the brief/objective of the direct campaign.
Our target was anyone who had a PC or anyone that wanted to renovate their PC (Windows 7 preinstalled). Our aim was to generate constant noise and, as a consequence, generate traffic to shops and close the purchase, we proposed a campaign that could prove Windows 7 is easy, convenient, intuitive and, especially, prove that it’s REAL. Escaping from a leadership tone, this time they wanted a very close way to communicate, something that spoke on equal terms, friendly, simple, meek, letting know we had listened to the user and that we are giving him what he needs.

Explain why the creative execution was relevant to the product or service.
Windows 7’s success will be measured depending on the level of satisfaction of the user, regarding a technical superiority compared to Windows Vista, this way, the message had to focus on the user’s needs: make it simple. “We make your life easier”

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A small village in Spain, with no access to the Internet, whose vast majority had never used a computer before The first step was to create a school for them where all of its people could go to lessons and turn Sietes into a village of real experts in W7. In a week’s time, the neighbours learnt how to use the program and got used to it.They worked as actors on the teaser campaign that was going around the Web to announce its launching. They recorded testimonials where they explained how easy and simple it had been for them the new W7.

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.
2.8 million US$ media value: 153 minutes on TV, 215 press articles, 49 radio, 930 online and international media coverage, 3.7 million page views, 3.9 million MSN video streams. The village has high-speed access to the net and a fully equipped IT literacy room. They are often given formation and IT improvement courses, the neighbours received a licence for W7 as a gift. Even in Prida’s Bar, the only one in the village, we can find a PC where everyone can check their email and have access to the Internet. The number of W7 licences foreseen for the whole year, were sold in 10 days.