SIMPLIFY by Crispin Porter + Bogusky Miami, UM for Microsoft Windows

SIMPLIFY

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Miami
Creative Director Michael Craven, Dave Steinke
Agency UM
Released October 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: MICROSOFT
Product/Service: WINDOWS 7
Agency: UM
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Oct 25 2009 12:00AM
Entrant Company: UM, New York, USA
Senior Vice President/Experience Architect: Teddy Lynn
Senior Vice President/Portfolio Management: Jason Tsai
Associate Media Director: Rob Chen
Media Supervisor: Ashley Einhorn
Senior Vice President/Media Supervisor: Pam Doll
Vice President/Media Supervisor: Anthony Laurenzo
Media Supervisor: Lesley Ross
Director of Marcom Media: Meredith Brace (Microsoft)
Chief Creative Officer: Gayle Troberman (Microsoft)
General Manager Windows Consumer Marketing: Kathleen Hall (Microsoft)
Partner/Executive Creative Director: Rob Reilly (Crispin Porter + Bogusky)
Partner/Executive Creative Director: Andrew Keller (Crispin Porter + Bogusky)
Vice President Group/Creative Director: Tim Roper (Crispin Porter + Bogusky)
Creative Director: Dave Steinke (Crispin Porter + Bogusky)
Creative Director: Michael Craven (Crispin Porter + Bogusky)
Partner/Group Account Director: Heather Faunce (Crispin Porter + Bogusky)
Account Director: Andy Nathan (Crispin Porter + Bogusky)
Management Supervisor: Glenn Maddocks (Crispin Porter + Bogusky)
Content Manager: Lindsay Baloun (Crispin Porter + Bogusky)
Associate Media Director: Jennifer Bollman (Crispin Porter + Bogusky)
Media placement: TV Campaign - 53x Custom ‘Simplify’ Spots - NBC NFL Pregame, FOX NFL Pregame, FOX NFL Postgame, FOX Family Guy, ABC Grey’s A - 5 November 2009
Media placement: ...continued - FOX Lie To Me, FOX Dollhouse, FOX Fringe, FOX Human Target, FX Damages, NBC The - 5 November 2009

Results and Effectiveness

If our message was simplicity, our results were pretty simple, too: “Simplifying Primetime” vignettes drove a 17% increase in positive brand opinion in the three months following the launch [1]. Sales and financial results were even better. Windows 7 first week sales were 234% higher than Vista’s. For the quarter ending, Microsoft’s profits beat Wall Street estimates, up 60% to a record $6.7 billion. Why? Windows 7 sales were much stronger than expected, with Windows business revenues up 70%. [1] Nielsen IAG – January 2010

Creative Execution
Our partnerships created entertainment experiences that simplified content our audiences adored. In primetime, we created brief, punchy, and entertaining vignettes using content from shows like Grey’s Anatomy and Fringe to deliver the essence of a storyline or character—all under the rubric of “Simplified by Windows 7.” During football season, we partnered with networks to create, for example, minute-long segments with NBC called “Simplify the Game,” in which famous Coach Tony Dungy would simplify a previous or upcoming game. On Fox, announcers summed up the contest in their punchiest seven words with the “7-word recap.” Online, we extended the Simplify concept in ways people could share. Windows 7 simplified fantasy football picks with Fox Sports’ “Fantasy Fix” and sponsored ABC’s “Lost Untangled,” aiming to simplify television’s most complex show every week. Fifteen-second Family Guy vignettes demonstrated the idea that Windows 7 was so simple, even an idiot could do it.

Insights, Strategy & the Idea
In October 2009, Microsoft launched Windows 7. While Windows 7 had been receiving rave reviews from the press, some suggested Microsoft was so big it no longer knew its audience. But we felt Microsoft’s scale was in fact a huge asset. We’d build our campaign by communicating how the product was actually created - focusing on the needs and requests of the billion people who already use Windows. Out of a huge beta test and thousands of communications from consumers a key request had emerged: Make it simpler! Microsoft had created the great product and now we needed to make sure consumers knew. We created a custom TV integration campaign to communicate the Windows 7 was indeed simpler. Working with our media partners to create simplified versions of our target’s favourite content, we’d dramatise for consumers that Windows 7 really could simplify their lives.