LAUNCH by Wunderman Sao Paulo for Microsoft Windows

LAUNCH

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Renato Duó, Joao Paulo Martins
Creative Director Rodrigo Jatene, Marcelo Zampini, Adriano Abdalla Wunderman
Art Director Nathalie Cartolano, Rafael Keunecke, Ricardo Andrés Mena Alvarado
Copywriter Rafael Palermo Wunderman
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: MICROSOFT
Product/Service: WINDOWS 7
Agency: WUNDERMAN BRAZIL
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: WUNDERMAN BRAZIL, São Paulo, BRAZIL
Entry URL: http://www.festivals.com.br/windows7/launch/media
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)
Creative Director: Marcelo Zampini (Wunderman)
Associate Creative Director: Joao Paulo Martins (Wunderman)
Associate Creative Director: Renato Duo (Wunderman)
Copywriter: Rafael Palermo (Wunderman)
Art Director: Rafael Keunecke (Wunderman)
Art Director: Ricardo Andres (Wunderman)
Art Director: Nathalie Cartolano (Wunderman)
Motion Designer: Ricardo 'R2' Martins (Wunderman)
Rich Media: Ricardo Chapira (Wunderman)
Planning Director: Reinaldo Quinto (Wunderman)
Information Architect: Bruno Canato (Wunderman)
Client Services Director: Melissa Alves (Wunderman)
Client Services: Paula Cravo (Wunderman)
Project Director: Priscila Fernandes (Wunderman)
Project Manager: Ana Carolina Cintra (Wunderman)
Media placement: Online Campaign - 5 Spots - MSN / UOL / TERRA / YAHOO - 22 October 2009
Media placement: Social Media - 7 Spots - Blogs - 08 October 2009
Media placement: Pay TV - 6 Spots - SporTV / TNT / Universal / Warner Channel / Discovery / Fox - 22 October 2009
Media placement: POP - POP - 22 October 2009
Media placement: Elemidia - Elemidia - 22 October 2009

Results and Effectiveness
- Over 40 million people were impacted; - Over 3 million interactions; - A 234% increase in sales over Vista.

Creative Execution

Windows 7 research shows a high degree of consumer satisfaction. With the certainty that we have a good product, we decided to follow up with two complementary strategies: put it to the test and give the consumer a voice. In this way we were able to develop a number of high impact actions such as: a synchronised live banner on the homepage of the 5 largest portals in Brazil in which users discuss the product; a strong push in social networks, where 7 bloggers test and comment on Windows 7 even before it was launched; on the website we had 20 demo videos that showed product functionalities in 7 seconds; a PR action where a blogger demonstrated the product's simplicity by testing it in freefall while skydiving, to name a few actions.

Insights, Strategy & the Idea
Microsoft was launching Windows 7, its most important product. The promise behind it was very clear. Windows 7 was supposed to be the best Windows ever: Simpler, faster, easier. A great product that came with a great challenge. Consumers were sceptical about a new Windows. They remembered the issues they had with Windows Vista, mostly related to performance and compatibility. They simply wouldn’t believe Microsoft that easily.