MAGIC OF WINDOWS by Jagran Solutions for Microsoft Windows

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MAGIC OF WINDOWS

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market India
Agency Jagran Solutions
Senior Art Director Binoy Mathew
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: MICROSOFT INDIA
Product/Service: WINDOWS 7 OPERATING SYSTEM
Agency: JAGRAN SOLUTIONS
Date of First Appearance: Nov 7 2009 12:00AM
Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA
National Head: Ambika Sharma (Jagran Solutions)
Operations Head: Pankaj Raj Kumar (Jagran Solutions)
Senior Account Manager: Anuj Aggarwal (Jagran Solutions)
Senior Art Director: Binoy Mathew (Jagran Solutions)
Senior Account Planner: Jitendra Rajora (Jagran Solutions)
Media placement: Electronic Direct Mailers - E Mail Database - 2 Nov 2009
Media placement: Web Banners - Linkedin & Afaqs Websites - 2 Nov 2009
Media placement: In-Mall Activity - Malls In 3 Cities - 7 Nov 2009

Describe the brief/objective of the direct campaign.
To launch the new Windows 7 (new operating system), amidst new customers with the objectives drive awareness, creating an engagement level and establishing Windows as a fun-filled brand and a part of everyday life. To showcase the magic of next generation Windows applications that allow seamless connectivity on Windows platforms – Windows 7 & Windows Phone 6.5.

Explain why the creative execution was relevant to the product or service.
-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 target groups can be reached in large numbers. -Create a platform where they should react, respond 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 systems by Microsoft Windows7 & Windows 6.5.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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 experienced an amalgamation of technology, application & fun. A platform where the target audience came 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.

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.
Total footfalls (OTS) : 910000 Win7 detailed experience : 50000 Windows phone detailed experience : 55000 Thematic pictures uploaded : 5200+ Sharing of uploaded pics @ 1:2 which multiplies the experience by 2 fold to create word of mouth. Clicks on digital banners: 4000+ Coverage in over 21 publications.