Microsoft Windows Promo, Case study A POST FROM THE SKY by FUEGO DIGITAL, Wunderman Sao Paulo

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Brazil
Creative Director Adriano Abdalla Wunderman
Copywriter Rafael Palermo Wunderman
Agency Wunderman Sao Paulo
Associate Creative Director Joao Paulo Martins
Creative Director Rodrigo Jatene
Art Director Rafael Keunecke
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MICROSOFT
Product/Service: WINDOWS 7
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: WUNDERMAN BRAZIL, São Paulo, BRAZIL
Entry URL:
Creative Vice President: Paulo Sanna (Wunderman)
Client Services Vice President: Fernando Teixeira (Wunderman)
Technology Vice President: Tarcila Steter (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Associate Creative Director: Joao Paulo Martins (Wunderman)
Copywriter: Rafael Palermo (Wunderman)
Art Director: Rafael Keunecke (Wunderman)
Motion Designer: Ricardo 'R2' Martins (Wunderman)
Rich Media: Ricardo Chapira (Wunderman)
Client Services: Paula Cravo (Wunderman)
Project Director: Priscila Fernandes (Wunderman)
Project Manager: Ana Carolina Cintra (Wunderman)
Art Buyer: Vivian Castilho (Wunderman)
Video Company Producer: Fuego Digital (Fuego Digital)
Media placement: Viral Campaign - 3 Spots - Blogs /Tab Msn - 1 December 2009

Results and Effectiveness
The blogger's audience and the novelty of the action contributed for it going viral very quickly – more than 300 blogs highlighted the event, generating thousands of spontaneous posts on other channels. In all, more than 15 million people were impacted, representing 25% of the digital audience in Brazil. All with no publicising or media investment. In order to prove the amazing simplicity of Windows 7, our blogger was the first person ever to complete a post from the sky.

Creative Execution
We invited one of the most popular bloggers in Brazil to take on a challenge that would be, at least, curious. To boot a computer, test some of the new Windows 7 functionalities and finally publish a post about the experience. Simple, right? Not really. It all had to be done while skydiving, with a live broadcast to his blog, and also made available on social networks so more people could watch it.

Insights, Strategy & the Idea
To launch Windows 7 in Brazil and prove to consumers that it is amazingly fast and easy to use, we decided to deliver our messages in the voice of someone that everybody trusts: the consumer. On Windows 7's launch day, we made people talk about Windows 7 during a live transmission on a banner. From 7am to 7pm two young presenters spent the day on a banner interviewing people and demonstrating Windows 7. But how to keep people talking about the product? We needed an action that could immediately convey the product's greatest differentiating aspect: its simplicity.