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Microsoft Romania Christmas Campaign
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Microsoft Romania Christmas Campaign

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The 2011 Microsoft Christmas campaign has a common creative platform around "It’s a great time to be a family" concept to drive product desire and purchase intent for Windows PCs as the primary …

The 2011 Microsoft Christmas campaign has a common creative platform around "It’s a great time to be a family" concept to drive product desire and purchase intent for Windows PCs as the primary objective with purchase intent across the other products (Office, Hardware and Windows Phone).

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  • 1. Microsoft Christmas Campaign -Romania
  • 2. Campaign overviewObjectives:Increase purchase intent for Windows 7 PCsIncrease purchase intent for Office 2010Create awareness on the full range of Microsoft products including Xbox Kinect, Windows Phone and MicrosoftHardware (end-customer to have full picture of Microsoft consumer products)Creative concept: It’s a great time to be a family. Christmas is the most important family holiday in Romania, so wecreated a real Romanian family scenario: concept localization using the Romanian teenagers from the BTScampaign and their families.Rational: Microsoft has the perfect products to bring families together and create a single user experience for theeveryday life.Audience: broad target audience, adults 25-54 year old; parents with kids in or out of the household or unmarriedTactics:Facebook/landing page: The largest photo family gallery for Christmas in partnership with Nikon, the users areinvited to upload their photos and be part of the biggest family portrait and could win one photo camera.Windows 7 PC incentive offering Xbox Kinect for any acquisition of W7PC, through electronic lotteryOnline campaign for all products, teaser based “do not open until Christmas’’ and social Facebook ads campaignSpecial in store branding in top 20 retail storesPR engagement – Showcase EventTimeframe: November 18th 2011 – January 31st 2012Focus partners:27 highest trafficked locations of top 4 Retailers: Altex Romania, Media Galaxy, Domo Retail, Flanco International and TopOnliner – no. 1 eMAG200 Breadth Retail partners‘ locations
  • 3. Key resultsIncreased visibility and product awareness: over 71.000 POS materials in 227 topmanaged retail + breadth stores & special branding in 20 high traffic storesThe highest traffic on landing page in CEE: 140.442 views, highest CTR for Xboxbanners: 6,68%13% increase in Facebook new fans: +2.000Over 15.000 Facebook app views65% increase in engagement: 730 comments, 687 picture uploadsSales results (for top 4 accts where Christmas campaign ran)+21% VTB Hardware, +210% VTB Windows FPP, +45% VTB Office FPP+300% YOY in XBOX Sales in DomoROI = 1:7,9
  • 4. Romania achieved almost 7.000 clicks on their home page in the first weeks.Kicking off almost 2 weeks later than Czech Republic. Romania CTR RO: 6.4% CTR CZ: 6.38% CTR GR: 16.86% Czech Republic Greece
  • 5. Landing pageVisits: 111.658 unique visitorsPage views: 140.442 viewsCTR: 6,40%53 Windows 7 contest registrations
  • 6. Facebook+ 2000 new fans = 13% increaseOver 15.000 views65% increase in engagement rate687 picture contest uploads
  • 7. Facebook+ 2000 new fans = 13% increaseOver 15.000 views65% increase in engagement rate687 picture contest uploads
  • 8. Holiday PC Showcase Event• 10 OEM partners : HP, Dell, Lenovo, Asus, Acer, Fujitsu, Samsung, Sony, Toshiba; 5 Distributors ; 40 journalists• In total ~ 150 people• Our objective: to give the opportunity to see, feel & touch the most amazing Windows 7 notebooks in the Christmas offer, in a single event.• The positive media coverage and feedback received from our partners prove that the event was highly expected and well received as the first event of this kind on the local market.
  • 9. AppendixCampaign Execution
  • 10. Key visual
  • 11. Online Campaign
  • 12. Landing page & Facebook app
  • 13. Online banners
  • 14. Partners’ website presence
  • 15. In-store materials
  • 16. Point of sales materialsPocket toinsert partnerspecial offerPC withWindows 7
  • 17. Special branding – 20 locations
  • 18. Thank you