MASTERS OF WINDOWS 7 by Wunderman Dubai for Microsoft Windows

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MASTERS OF WINDOWS 7

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image
Media Direct marketing
Market United Arab Emirates
Agency Wunderman Dubai
Creative Director Pooja Chandani
Art Director Malesh Ponnusamy
Copywriter Shweta S.tariq
Released August 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: MICROSOFT
Product/Service: WINDOWS 7
Agency: WUNDERMAN
Date of First Appearance: Aug 21 2009 12:00AM
Entrant Company: WUNDERMAN, Dubai, UNITED ARAB EMIRATES
Entry URL: www.mastersofw7.com
Creative Director: Pooja Chandani (Wunderman Dubai)
Head of Copy: Richa Khan (Wunderman Dubai)
Art Director: Malesh Ponnusamy (Wunderman Dubai)
Copywriter: Shweta S. Tariq (Wunderman Dubai)
Designer/Film Production: Jessy Shoucair (Wunderman Dubai)
Business Director: Adrian Otto (Wunderman Dubai)
Associate Account Director: Faysal Abdul Malak (Wunderman Dubai)
Account Manager: Nelly Chehab (Wunderman Dubai)
Senior Artworker: Babu Nair (Wunderman Dubai)
Production Manager: Vivek Chonkar (Wunderman Dubai)
Paste Up Artist: K.a.tissa (Wunderman Dubai)
Senior Technical Lead: Uday Desai (Tattoo)
Web Developer: Sajith K R (Tattoo)
Media placement: Emails - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Films - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Website - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Direct Mailers/desk-Drops - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Posters - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Giveaways - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Branding - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Ambient - Microsoft Gulf Offices - 21. 08. 2009
Media placement: Signage - Microsoft Gulf Offices - 21. 08. 2009

Describe the brief/objective of the direct campaign.
The world was looking forward to the big launch of Microsoft Windows 7. But were the Microsoft Gulf employees ready for it? It was important that each and every one of them was up-to-speed considering what had happened with Vista. Our task was to get them up and ready for the big launch. We had to generate excitement about it and at the same time educate employees about the new features before they could market it to customers. As usual, we were up against a tight budget and just one month to achieve all of it.

Explain why the creative execution was relevant to the product or service.
It's hard to get employees to react to internal communication as they are already drowned in everyday work. Keeping their interest for as long as a month is even harder. We made the employees learn the moves of Windows 7 through fun and engaging Kung fu and Karate moves. The challenge readied them to face the market with complete tactics of selling and marketing the new Windows 7 just like a true Master. Making an otherwise boring training process fun an engaging.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We converted the corporate Microsoft Gulf offices into Kung fu CAMPS. Where every employee would train, learn the moves, test their skills and become masters of Windows 7. As a kick off, we created a multi-touch point campaign starring the employees themselves in karate costumes handing out head-bands to colleagues and even featuring on elevator stickers in Kung fu poses. Weekly emails with martial art movie spoofs, reminder desk-drops like chopsticks, Tiger balm; ambient stuff like punch bags, cushions to meditate on launch ideas, mug wraps and exciting posters, asked everyone to master the 3-step online challenge.

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.
Almost everyone across sales, marketing, management and senior management participated. The online martial art movie spoofs were absolutely loved, causing laughter and furore in their otherwise strict corporate environment. Employees were seen having fun and discussing their colleagues who had featured on elevator stickers in actual Kung fu costumes. The most important outcome - our Kung fu CAMP managed to train, test and get employees ready for this mega launch. This campaign was so successful that Microsoft marketing teams have been featuring it as a case study across markets for future internal readiness programmes.