Brand Activation India

1. Magic of Windows

2. Executive Summary
Brief/Objectives:
• Celebrating the launch of two new Operating Systems from the cradle of Microsoft, Windows 7 (for PCs & Laptops)
and Windows 6.5 (for Windows Phones) with the end users
• Revive the Brand & its Market Share from the hangover of Windows Vista failure
• Create Visibility for the Brand & make it more Unique & Interactive
• Celebrating & launching Windows 7 & 6.5 amongst the end consumers
Desired Positioning:
• Windows 7 as Faster, Smarter & Secure
• To showcase the magic of next generation Windows Applications that allow seamless connectivity on Windows Platform devices
PC & phone
• Establish Windows as a fun-filled brand & a part of everyday life
Consumer Activation ExerciseConsumer Activation Exercise
– Concept of Work Meets Play was introduced: Creation of Live Windows Icons to interact with people
– Creation of a Live Windows Zone in malls where people experience an amalgamation of Technology, Application & Fun
– A platform where target audience come across 4 Es’: Experience, Enticement, Engagement & Entertainment
– Icons Come Alive: Windows Applications were brought to life as Companions who are part of your everyday life
– Brand Messages were communicated in a very Human Way: seamless part of interaction
– An online Photo-wall was created were people shared their fun moments with Windows
Scale
– The Campaign Scaled 6 metros across 4 States covering 12 Malls in just 48 days
– Integrated Media Used: On-ground, Digital, Social, P.R. , O.O.H. & Consumer Generated Media

3. Objectives
Celebrate the launch of two new
Operating Systems from the cradle of
Microsoft, Windows 7 (for PCs &
Laptops) and Windows 6.5 (for
Windows Phones) with the end users
Celebrate the launch of two new
Operating Systems from the cradle of
Microsoft, Windows 7 (for PCs & Laptops)
and Windows 6.5 (for Windows Phones)
with the end users
Revive the Brand & itsCreate Visibility for the Brand
Celebrating & launching Windows
7 & 6.5 amongst the end
consumers
Revive the Brand & its
Market Share from the
hangover of Windows
Vista failure
Create Visibility for the Brand
& make it more Unique &
Interactive

4. AA
Windows 7 as Faster, Smarter & Secure
BBTo showcase the magic of next generation Windows Applications that
Desired
Positioning
BBTo showcase the magic of next generation Windows Applications that
allow seamless connectivity on Windows Platform devices PC & phone
CC
Establish Windows as a fun-filled brand & a part of everyday life

5. The Product- Windows 7 Is….
Faster
• Improved Boot Performance
• Live Task Bar Preview
• Desktop Navigation
• Web Experience
Globally launched on 22nd Oct, 2009
Smarter
• Web Experience
• Home Group
• Touch, Play Snap & Play
• Internet TV
• Improved Memory use
Secure
• Protects Data
• Security Centre
• Home Group
• Auto system Locator

6. The Product Windows Phone
Windows Mobile was re-named as Windows Phone and
launched the latest 6.5
Has the latest Windows Phone Operating System 6.5
Data backup facility Windows MyPhone
Everything on Your PC can be on your Windows PhoneEverything on Your PC can be on your Windows Phone
It has all MS office features: Word, excel, Outlook
It has internet explorer
Can access Social Networking
Unlike I phone it comes in many options & price range

7. Industry Background
• The Microsoft OS (XP, Vista included) is
estimated to have an around 92 per
cent market share in India.
• Symbian platform for Mobile devices
leads with almost 50% market share
whereas Windows Phone with only 9%
globally
• The rest comprises the disk operating
system or DOS (which is latter
upgraded to another OS -- mostly a
pirated Microsoft OS or a Linux one),
Apple OS (the latest being Snow
Leopard) and Linux variants (from Red
Operating System
Market Share % Jul
08
WinXP 86.41
WinVista 6.01
Win2000 3.35
Win98 1.56
Win2003 1.24
Linux 0.8
MacOSX 0.46
Usage share of Web client
Leopard) and Linux variants (from Red
Hat and Novell).
• The timing of the launch of Windows 7,
say analysts, coincides with the world's
appetite for personal
computers picking up again after the
global slowdown.
• Windows 7 will benefit from two
drivers in the enterprise market. One is
the long-awaited IT replacement cycle
ticking in and the second is the related
uptake in IT investments. For the
consumer markets, too, Windows 7 will
become the de facto standard for new
purchases," says Alok Shende, principal
analyst, Ascentius Consulting.
Mobile Devices OS
Source: www.statcounter.com

8. Marketing Dilemma
• Product: Windows 7
• Target Audience –Online Universe
• Challenge(s):
– Brand revival from the Vista Hangover
– No Excitement amongst the TG for Microsoft as a
brand
• Market base:
Potential market
• Product: Windows Phone
• Target Audience – Tech Savvy & High end
Phone Users
• Challenge(s):
– People are not aware of the existence of an
Windows Operating System in a Mobile Phone
– People identified & addressed the Mobile Phones
by its handset provider (HTC, Asus etc) totally
clueless about the OS brandPotential market
India PC market crosses 6.5 million
shipments mark in 2007
Records 20% Year-on-Year growth
Notebook PC shipments touch nearly 1.8
million units: IDC India, Feb 2008
clueless about the OS brand
• Market base: As per Global Smartphone
Sales Q2, 2009 Windows phone with a
Market share of 9% of total

9. The Thought
Break clutter via devising a novel approach, a novel
thought right from the word “go”
Focus on interaction & a two-way mode of
communication
Rejuvenate old friend Microsoft to an exciting
Consumers’ Brand
Target Touch points where TG can be reached in largeTarget Touch points where TG can be reached in large
numbers
Create a platform where they should react, response and
relate to new product offerings
Bring Alive Consumer Generated Media, which clicks
best in a heterogeneous Indian market
Celebrate the Launch of two new Operating system by
Microsoft Windows7 & Windows 6.5 on a common
platform and showcase the Magic of Windows

10. Magic of Windows
Windows Experience Zone

11. What was Magic Of Windows?
It was a Mall Activation born by the users, of the users & for the users
An initiative to involve the end A platform to give them aAn initiative to involve the end
users across four
states in the celebration of the
launch of
the two Operating Systems
from Microsoft
A platform to give them a
Unique, enthralling, seamless
Windows
Experience altogether

12. Strategy
Experience Entertain Engage
Entice
Experience
Win 7 OS on touch
screens along with
Windows Phone 6.5 &
witness the seamless
interface between your
PC and Phone
Entertain
Visual Theatrical Acts by a
Mime delivering product
USP straight out of a
Windows Phone
Icon Walkers everywhere
in the mall dancing,
playing entertaining the
Kida
Engage
Photo Wall Contest:
Click pictures around
Windows zone
Upload it with unique
Caption
Be a lucky one to win one
Cool Windows Phone
Lucky Draw @ Windows
Experience Zones on
daily basis and Cotton
Candies to excite Kids
and Parents

13. Experience
• Enriching Windows 7 on Touch Screens & Laptops @ Windows Experience Zone giving hands on
experience to the consumers of Windows 7 OS features and positioning it as Faster, Smarter & Secure
• Showcased Windows Phone @ Windows Experience zone to let users explore Win 6.5( Windows phone
Platform) and giving them the live product experience
• Demonstrations of seamless connectivity between two devices Windows PC & Windows Phone to let users
understand Everything on your is on your Phone now
• Windows Phones (powered by the latest Windows Mobile 6.5) and Windows 7 on the PC allowed
consumers to do all that they wanted simply & magically. Allowed them to carry the familiar, powerful
functionality of Windows from the PC into the Phone, so that they can carry Windows with them all the
time and continue doing all that they love!

14. Touching Windows 7 on Engagement @ WindowsTouching Windows 7 on
Touch Screens
Experiencing Windows 7 on
Laptops Hands On @Windows Phone Zone
Checking specifications
Engagement @ Windows
Experience Zone

15. Entertainment
Dancing Windows Icons & A Mime!
A perfect combo-representation ofA perfect combo-representation of
Information & Entertainment

16. Bringing Alive the Creative
thought of an International
Microsoft ATL On-ground - Icon
Walkers, a reference from an
Icon Walkers
&
Mime
With the launch of next-generation Windows, the brand is extending beyond its well
accepted strength in a consumers work-life and highlighting the fun aspect that it
allows the consumer to indulge in by
A Visual theatre act by a Mime
Artist placed inside a 12ft high
replica of Windows Phone,
enriched the consumers about
the Windows Phone product
USPs in a very funny and
appealing manner – Show
stopper
Walkers, a reference from an
International Ad
(http://www.youtube.com/wind
owsphone) first time in India
where Windows Icons tapped,
danced, interacted, clicked with
the target audience & enthralled
& amazed adults and Kids alike.
Engaging consumers spreading
the relevance of Windows in
their everyday lives , Icon
Walkers helped technology leap
out of the device (PC/ Phone)
and strike a warm and pleasant
emotional chord

17. Icon Walkers dancing &
entertaining people
Visual Theatre Act by Mime Artist
Icon Tapping the Consumer & asking “ Do You Have
Me in your Phone”
People Clicking Pictures with Icons
Visual Theatre Act by Mime Artist

18. Engagement
Get Clicked -
• Folks got engaged with the Icon walkers and Mime
while having live product experience. They get their
pictures clicked via Windows Phone which was linked
with a micro site – photowall.com
• Kids, teenagers , adults - all of them enjoyed the photo
session @ Magic of Windows Zone
The Contest - Photo wallThe Contest - Photo wall
• People to take out their picture from photo wall and
were suppose to upload on a social networking sites
like Facebook, Orkut with a cool/ unique caption to win
be a part of the contest & to win a Windows phone
• They were required to mail the screen shot of the
image on his / her social network to
winwithwindows@hotmail.com

19. Enticement
Lucky Dip:
• Footfalls to fill in the feedback form
with their details & answer very
simple questions around the
Windows 7 & Windows phone to be
a lucky one to get gift voucher
everyday Happy to gratify TG with free
Cotton candy
Feedback Form
Cotton Candy:
• Gratifying the audience with a cotton
candy (both kids & adults) visiting the
Zone & experiencing the magic of
Windows
Getting Lucky with Gift Voucher at the end
of the DaySharing valuable feedback post
experience & entering into Lucky Draw

20. Overview
• A Windows experience zone was
built and dedicated to the two
products, Windows7 & Windows
Phone. At these experience Zones
consumers could explore and use
Windows 7 on the installed laptops
&Touch screens
• At the Windows Phone zone
• Unconventional Product
experience when Icons Come
Alive dressed as life size icons
of MS Word, MS Excel, Media
Player, Outlook, Internet
Explorer interacted with
consumers & kids, kept them
engaged and entertained by
dancing on tunes.
• Visual Theatre Act where a
Mime artist posing as a life –
size replica of a Windows• At the Windows Phone zone
consumers were exposed to a live
demo of the phone
• Participate in Contest and share
your experience & answer to enter
into lucky draw on daily basis and
Win Windows Phone
size replica of a Windows
Phone performed five different
acts to depict the five unique
features of the phone which
are snippets of our daily lives
• Consumers who clicked
pictures and took videos of the
activity could post their
pictures and videos to
www.photowall.com/windows
& share it with their friends

21. Process
At the Mall, emcee use to
announce & allure the crowd to
experience new Windows 7 &
Windows Phone
Simultaneously Demonstrators
facilitated the hands on
experience of new OS for
Windows Phone to TG and
shared its features
Post having hands on experience
of the Magic Windows zone, the
consumers were use to fill the
feedback form basis on which
they use to get cotton candies
We were having Mesmerizing
act of mime artist around the
features of Windows Phone
which worked as a pull factor to
bring them at the zone to laugh,
applaud & enjoy
After every 1 hour, Windows
Icons Walkers use to dance in a
group which acted as icing on
the cake & attain attention of
the footfalls/ eyeballs
Along with all this we ran a
contest for Consumers. They
were asked to get themselves
clicked via Windows Phone and
upload their photo on social
networking sitesapplaud & enjoy networking sites
Windows phone were linked
with a micro site -
photowall.com, from where the
TG were asked to download
their pic & share it with their
peer group via social networking
sites
They were asked to add some
cool/ unique Caption to their
pics before sharing it via social
networking sites. Snapshot of
the same use to be shared with
MS and one lucky winner won a
chance to Win Windows Phone
The Activation also integrated the Key OEM partners of Microsoft- HP & Dell for Touch PCs, HTC &
Acer for Phones & Tata DOCOMO offering great data plans on Windows Phone

28. Reaching the 6 TOP metros in India
Bangalore
Delhi &
NCR
Mumbai
Pune
Hyderabad
25 Malls
47 Days

29. Medium & Mileage
Direct Contact Web marketing
Viral campaign
+Web Banners
Presence on Social
Networking Sites
FaceBook,
Twitter,
LinkedIn
Press Coverage of
the Event
OOH
A Windows
In-Mall
Activation
across 6 cities
Uploading Pics
on Photo wall
.com
Direct Mailers
to 1 lac
database
LinkedIn
Blog Posts
Both Print &
Digital media
covered the
event
A Windows
Phone
Hydraulic
Mobile
Billboard
campaign was
rolled out in 5
cities

30. Widening the Reach & Penetration
360
On-
Ground
Web
Marketing
W.O.M.
360
Degrees
OOH
Social
Networkin
g Sites
P.R.

31. Direct mailers on LinkedIn
http://www.youtube.com/watch?v=p-1LRhO7oM0
Links- Digital Roll-Out
Activity on Facebook

32. www.photowall.com/windows
http://jagransolutions.blogspot.com/2009/11/dancing-windows-
icons-mime_07.html
www.photowall.com/windows
http://www.youtube.com/watch?v=jYes32ydfcY

33. Prominent Coverage
FRONT COVER !!

34. Other Coverages covering almost every
Business media in the country

35. Results
• Qualitative
– Reached out to 1.17 million consumers via 1st level of contact.
– 0.2 million consumers participated in the Magic of windows seamless walkthrough and participated
in the quiz
– 55,000 Consumers were educated about Windows mobile and given a personalized demo.
– 50,000 Consumers were educated about Windows 7 via the touch experience Machines and given a
personalized demo.
– Over 10,000 consumers got their pictures clicked with the windows Icons and uploaded these to the
photo wall. At an average each consumer shared with 2 friends creating strong Consumer generated
media.media.
– 1800 Faced book Invites sent.
– 5 lac premium consumers contacted via linked in
– Over 40 press articles generated including cover pages of leading trade magazines with FREE PR
amounting to 2 million INR
– 10 videos uploaded on YouTube which were used by consumers as consumer driven viral
“ INDIA WAS THE ONLY COUNTRY ABLE TO SUCESSFULLY REPLICATE THE INTERNATIONAL AD
VERTISMENT WITH THE MOVING WINDOWS ICONS ON GROUND”

36. Attainment