The Magic of Windows campaign was launched to promote the new Windows 7 operating system and Windows Phone 6.5 amidst their target audience. It featured live Windows icons interacting with people at experience zones set up in 12 malls across 4 states over 48 days. The zones allowed people to experience the new products firsthand and take photos with the icons to share online. The campaign aimed to drive awareness, engagement, and excitement for Windows as a fun, interactive brand.

1. Magic of Windows

2. Executive SummaryBrief / Objectives: Two Fold To launch the new Windows 7 (new operating system), amidst target audience:

3. Drive Awareness

4. Create Engagement level

5. Establish Windows as a fun-filled brand & a part of everyday life

6. To showcase the magic of next generation Windows Applications that allow seamless connectivity on Windows Platform – Windows 7 & Windows Phone 6.5 Consumer Activation ExerciseConcept of Work Meets Play was introduced: Creation of Live Windows Icons to interact with people

7. Creation of a Live Windows Zone in malls where people experience an amalgamation of Technology, Application & Fun

8. A platform where target audience come across 4 Es’: Experience, Enticement, Engagement & Entertainment

9. Icons Come Alive: Windows Applications were brought to life as Companions who are part of your everyday life

10. Brand Messages were communicated in a very Human Way: seamless part of interaction

11. An online Photo-wall was created were people shared their fun moments with WindowsScale The Campaign Scaled 6 metros across 4 States covering 12 Malls in just 48 days

12. Integrated Media Used: On-ground, Digital, Social, P.R. , O.O.H. & Consumer Generated MediaBrief/ObjectivesTo unveil the new Windows 7, with more glee this time around amid their consumers Drive AwarenessDrive Engagement Create ExcitementTo showcase the magic of next generation Windows Application that allows seamless connectivity on Windows Platform – Windows 7 & Windows Phone on 6.5 Add the “excitement” quotient to the brand

13. The Product- Windows 7 Is….Globally launched on 22nd Oct, 2009

14. The Product Windows PhoneWindows Mobile was re-named as Windows Phone and launched the latest 6.5

15. Industry BackgroundThe 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% globallyThe 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 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. Usage Share of Web client OSMobile Devices OSSource: www.statcounter.com

16. Marketing Dilemma Product: Windows 7 & Windows Phone Target Audience –Online Universe & high end Phone usersChallenge(s): Brand revival from the Vista HangoverFor Mobile Devices -Users” Choice by brand and not by OS No Excitement amongst the TG for Microsoft as a brandMarket base: India PC market crosses 6.5 million shipments mark in 2007Records 20% Year-on-Year growthNotebook PC shipments touch nearly 1.8 million units: IDC India, Feb 2008

17. The ThoughtIn order to meet the desired Objectives, need was to:Break clutter via devising a novel approach, a novel thought right from the word “go”

18. Focus on interaction & a two-way mode of communication

19. Rejuvenate old friend Microsoft to an exciting Consumers’ Brand

20. Target Touch points where TG can be reached in large numbers Create a platform where they should react, response and relate to new product offeringsBring Alive Consumer Generated Media, which clicks best in a heterogeneous Indian marketCelebrate the Launch of two new Operating system by Microsoft Windows7 & Windows 6.5

21. So We can Say….Magic Of Windows is a Campaign which was born by the users, of the users & for the users An initiative to involve the end users across fourstates in the celebration marking the launch ofthe two Operating Systems from Microsoft & give them a Unique, enthralling, seamless WindowsExperience altogether

22. Strategy

23. Key Tasks to PerformWindows 7 as Faster, Smarter & SecureSeamless experience of Windows on PC & Phone platformsCreate Visibility of the Brand & make it more Unique & InteractiveCelebrating & launching Windows 7 & 6.5 amongst the end consumers

24. Consumer Activation ExerciseAdding life to Windows IconsWindows Experience ZoneActivity at a GlanceProcess

25. Meet with Windows Icons @ a Mall near you

26. Creative: Windows Experience Zone @ Malls

27. Activity@ GlanceActivity Duration: Started in 1st Week of November to Last week of DecemberA 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 consumers were exposed to a live demo of the phone 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.

28. Visual Theatre Act where a Mime artist posing as a life –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

29. 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 friendsProcessThe 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

30. The Windows Experience Zone Touching Windows 7 on Touch Screens Engagement @ Windows Experience ZoneExperiencing Windows 7 on Laptops Checking specifications Hands On @Windows Phone Zone

31. Entertainment & Engagement @ its Best!Icon checking with Consumer & asking “ Do You Have Me in your Phone”Icon Walkers dancing & entertaining peopleVisual Theatre Act by Mime ArtistClicking Pictures with Icons for Photo wall & upload on Photowall, share it with your friendsGetting Lucky with Gift Voucher at the end of the DayHappy to gratify TG with free Cotton candySharing feedback post experience & entering into Lucky Draw

32. ScaleReachMultipliersMedium & MileageLinks

33. Reach12 Malls48 DaysA P.R. CampaignDigital CampaignSocial Media CampaignOOH Media

34. Widening the Reach & Penetration

35. Medium & Mileage

36. Digital Roll-Outwww.linledin.com/homehttp://www.afaqs.com/perl/news/story.html?sid=26144www.photowall.com/windowshttp://www.youtube.com/watch?v=p-1LRhO7oM0http://jagransolutions.blogspot.com/http://www.facebook.com/r.php?i=1&invid=1146819130&key=Z5AZQ65ZV5TF6FDEREZYR5PQV3FD4X2Lhttp://www.youtube.com/watch?v=gC3x-DYxtdUhttp://www.youtube.com/watch?v=XgU5EtXYKz4http://www.youtube.com/watch?v=HZewo6OV-_Yhttp://www.youtube.com/watch?v=jYes32ydfcYElectronic Direct Mailers

37. Prominent Coverage

38. Other Coverage

39. Welcome & Experience the Magic of WindowsA Journey through snapshots

40. Our very own Icon Walkers

42. Let’s Dance

44. Kids just loved Icons Walking around them

48. Say “Hi…”

50. Icons Walkers a Hit Among Youth too

52. Say CheeseLet’s Click …

54. Hey You, Wait…Let Me Capture You

56. Alluring Crowd surrounding the Zone