WINDOWS PHONE by Youthography Toronto for Microsoft Windows

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WINDOWS PHONE

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Industry Cell phones, Smartphones & Accessories, Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Canada
Agency Youthography Toronto
Released November 2009

Credits & Description

Category: Best Research
Advertiser: MICROSOFT WINDOWS PHONE
Product/Service: MOBILE PHONE
Agency: YOUTHOGRAPHY
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: UM CANADA, Toronto, CANADA
Entry URL: http://www.muchmusic.com/winphone
Manager Communications Strategies: Melissa Williams (UM Canada)
Marcom Lead Consumer & Online: Doug Hawe (Microsoft Canada)
Marketing Manager: Nicky Banks (Microsoft Canada)
Director Mobile Communications: Alec Taylor (Microsoft Canada)
Senior Research Manager: Andrew Assad (Microsoft Canada)
Director Research & Strategy: Barbara Brooks (Youthography)
Group Account Director: Derek Yarnell (Wunderman Toronto)
Senior Account Manager: Katie Rakoczy (Wunderman Toronto)
Brand Partnership Manager: Catherine Halliday (Much MTV Group)
Media placement: TV - Promo Spot - MuchMusic - 17/11/2009
Media placement: Online - Promo Spot - MuchMusic - 17/11/2009

Results and Effectiveness
Research, told us to be targeted, integrated and attentive - demonstrate relevancy to the teen audience through innovation and fun – and that 'gaming' and 'entertainment' apps were core drivers to mobile usage. With a trusted third-party media partner, Microsoft offered a downloadable MOM app (1st ever) exclusive to Windows Phone. A microsite was created to download the app and chances to win daily prizes. The promotion did not just live on TV, but extended into online, emails and Retail (1st). Awareness +10% 9.3% site visitor’s downloaded app ROI 3:1:1 CTR 10.4% Email open rate 18.8%

Creative Execution
The structure of the research approach allowed flexibility to test and gather feedback as the campaign took shape. Kick-Off Workshop ( Levelset & Launch) Challenge: “How to get noticed when all eyes are on iPhone?” Quantitative Survey (Establish baseline & Measure What We Know) Insight: "92% of target did not know their mobile phones had an operating system, 82% didn’t care". Groups (Get Behind the Glass) Insight: "iPhone cool, Blackberry professional, I have no idea what Windows Phone is or does" Technology Panel #1 (Build us a phone) Insight: "On my dream phone the brand takes a back seat to doing the stuff I want to do." Technology Panel #2 (Help us with language) Insight: "I think that customise would make the most sense… you could add new apps to make the phone more useful". Technology Panel #3 (What do you think of this programme?) Insight: "It better be free".

Insights, Strategy & the Idea
The challenge facing the team was launching a new version of the Windows Phone when all the cards were stacked against it. The hurdles were a fiercely competitive landscape, low levels of awareness, a fragmented hardware selection, low preference and a shoe-string budget. Faced with making the most out of every dollar spent, it was critical to understand the target. How do they interact with mobile devices? How did they depend on them? How did phones fit into their everyday lives? Where and how did they select their mobile phones? Do they know (or even care) about their mobile operating system? The answers to these questions would help us to shape the local execution. A tertiary (and equally important) objective was that the research method needed to provide the Canadian team with some face time with their segments. The research drove to unique solutions that netted incredible results.