Microsoft Windows Promo, Case study LIVE BANNER LAUNCH by Wunderman Sao Paulo

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

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: MICROSOFT
Product/Service: WINDOWS 7
Date of First Appearance: Oct 22 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: Show Livre (Show Livre)
Media placement: Live banner - 5 spots - MSN / UOL / TERRA / YAHOO - 22 October 2009

Results and Effectiveness
Our blitz on the Brazilian Internet had expressive results. In a single day, more than 19 million unique users were impacted, and 2 million people watched and interacted with the broadcasts.

Creative Execution
In order to lend credibility to the communication, we had the discourse come not from Microsoft, but straight from the lips of someone everyone trusts: the consumer. On October 22, 2009, we invited thousands of users to test the main functionalities of Windows 7 first-hand, and to give their feedbacks live, in mobile studios set up in several sales points and universities. The coverage of these events was aired in real time via banners on the homepages of the 5 largest Internet portals in the country. At the end of this 12-hour live transmission marathon, thousands of honest opinions on Windows 7 had been documented.

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.