Advertiser: MICROSOFT
Agency: UM, GRAND VISUAL
Category: Digital Outdoor
Advertising campaign: EVERYDAY CELEBRITIES & PEOPLE-POWERED OOH
Account Manager: Bmb
Art Director: Bmb
Other Credits: Bmb
Account Supervisor: Account Manager
Other Credits: Chris Farmer
Creative Director: Dan Dawson
Producer: Ben Putland
Chief Creative Officer: Business Director
Art Director: Caleb Al-Jorani
Producer: Grand Visual
Creative Director: Creative And Technology Director
Creative Director: Grand Visual
Producer: Production Director (Digital)
Advertiser's Supervisor: Um London
Chief Creative Officer: Um London
Chief Creative Officer: Rory Behrman
Account Manager: Stephen Yeates
Other Credits: Grand Visual
Other Credits: Joelle Dunne
Account Manager: Account Manager
Other Credits: Mark Phillips
Other Credits: Paul Blundell
Account Supervisor: Rapport
Other Credits: Wunderman
Typographer: Wunderman
Account Supervisor: Laura Edwards
Advertiser's Supervisor: Niall Murphy
Advertiser's Supervisor: Senior Planner
Ambient Execution Description
The TaskMicrosoft’s Windows Phone offers a uniquely personal experience - designed to keep consumers closer to the things they love (people, photos, videos, apps and sites) in the way they want organised. To educate on the personal nature of the device, a unique interactive component to the campaign was needed to get the audience hands-on with the phone they’d love to own.The IdeaBased on the Windows Phone personalisation capabilities, interactive touch-screen posters encouraged passers-by to create their very own personalised Windows Phone Start Screen. Each people-powered creation, complete with their name and photo, was broadcast to Digital OOH screens nationwide, turning the British public into ‘Everyday Celebrities’. The broadcast campaign constantly updated and evolved with each new creative rotation, demonstrating the handsets uniquely customisable potential to the wider audience.The ExecutionIn the UK’s biggest ever interactive Digital OOH campaign, 24 interactive touch-screens located in shopping malls and cinemas invited the public to configure their own personal Windows Phone Start screen. Within moments of interacting, participants could see their creations on over 450 Digital OOH sites across the UK.Also operating in real time, an in-situ picture of each user generated advert was placed on the Windows Phone UK Facebook page where participants were encouraged to tag their moment of fame and share it with friends.The ResultsThrough digital OOH and its most cutting-edge technological capabilities, the execution combined interactivity, personalisation, fun and fame whilst being geo-targeted, dynamic and generating user centric content for social media. A true embodiment of the individuality of the Windows Phone experience.The campaign brought out the magic of Digital Out of Home on a scale never achieved before in the UK. The touch-screen activity achieved over 15,000 interactions and the consumer generated posters were rolled out nationally reaching 66% of 25-44 year olds at 10+ opportunities to see – which translates into millions of the target audience. This helped Windows Phone beat their sales target by 143% between their November launch and Xmas. The result was an engaging, powerful and uniquely sociable burst of activity that brought out the personality of Windows Phone in a way that no other platform would have allowed.