MICROSOFT, BRITT'S TELEPHONE by KUMPANY Amsterdam for Microsoft Windows

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MICROSOFT, BRITT'S TELEPHONE

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Industry Software & Multimedia Productions, SaaS
Media Print, Magazine & Newspaper
Market Netherlands
Agency KUMPANY Amsterdam
Creative Director Marc Van Wageningen, Edsard Schutte, Ingrid Mesman
Art Director Sjoerd Bongertman
Copywriter Nikki De La Rambelje
Designer Juliette Verberne
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Online Advertising in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Online Advertising in a Promotional Campaign
Advertiser: MICROSOFT
Product/Service: WINDOWS 7.5 FOR SMARTPHONES
Agency: KUMPANY Amsterdam, THE NETHERLANDS
Advertiser MICROSOFT
Product WINDOWS 7.5 FOR SMARTPHONES
Entrant KUMPANY Amsterdam, THE NETHERLANDS
Type of Entry: Use of Promo & Activation
Category: Best Online Advertising in a Promotional Campaign
Title: MICROSOFT, BRITT'S TELEPHONE
Advertiser/Client: MICROSOFT
Product/Service: WINDOWS 7.5 FOR SMARTPHONES
Entrant Company: KUMPANY Amsterdam, THE NETHERLANDS
DM/Advertising Agency: KUMPANY Amsterdam, THE NETHERLANDS

Creative Director: Ingrid Mesman (Kumpany)
Creative Director: Marc van Wageningen (Kumpany)
Creative Director: Edsard Schutte (Kumpany)
Copywriter: Nikki De La Rambelje (Kumpany)
Senior Art Director: Robbie Verdoes (Kumpany)
Art Director: Sjoerd Bongertman (Kumpany)
Designer: Juliette Verberne (Kumpany)
Strategy Director: Yves Kummer (Kumpany)
Account Director: Roel van Veen (Kumpany)
Account Manager: Jimmy Fock (Kumpany)
Interaction Designer: Jordi Buskermolen (Thispagecannotbefound)
Interaction Designer: Edward Tetteroo (Thispagecannotbefound)
Senior Copywriter: Dimitri Michels (Kumpany)

Describe the brief from the client
The objective was to launch the new Windows 7.5 operating system in an impactful way, knowing that consumers are focused on the phones themselves rather than the software that drives them. Therefore our main challenge was to turn a 'low interest' product into something that at least 100,000 potential customers would like to experience. Because we knew that once people had tried Windows 7.5 they were impressed with its new interface.




Describe the creative solution to the brief/objective.



We launched a social experiment with Britt Dekker, currently Holland's most popular starlet and our version of Jessica Simpson. Famous for being a blabbermouth and definitely someone who attracts attention from a wide audience. We gave her a new Windows Phone and linked it to an online virtual phone on a special website and in a homepage takeover on MSN. This meant you could browse through her mobile phone live 24/7 and follow in real-time what she was doing. All her posts, e-mails, photos and videos could be seen live. Even her calendar and address book were made public.




Describe the results in as much detail as possible.



Britt’s ‘reality phone show’ ran from 12 through 20 October 2011. Within that period the campaign racked up 6.1m views, while the homepage takeover on MSN attracted 2.7m unique visitors and the special website – detelefoonvanbritt.nl – accounted for more than 600,000 unique visitors. On average, every visitor spent nearly 4 minutes browsing through Britt’s phone and experiencing Windows 7.5. Moreover, an average of 16 seconds was spent on banners across all rich media communications, whereas the benchmark set was only 4.38 seconds. Given the success of the campaign, Microsoft has decided to roll out the concept internationally.




Lots of people are curious about the private life of a starlet like Britt. So lots of people couldn't resist the temptation to browse through her private phone. This meant that a large number of consumers experienced the new Windows 7.5 operating system, even though they are usually focused on the smartphone itself. In other words, we used the public attention for Britt to turn a 'low interest' product into a 'high interest' product that everyone wanted to try out.