The structure of the research approach allowed flexibility to test and gather feedback as the campaign took shape. Kick-Off Workshop ( Levelset & Launch)Challenge: “How to get noticed when all eyes are on iPhone?” Quantitative Survey (Establish baseline & Measure What We Know)Insight: "92% of target did not know their mobile phones had an operating system, 82% didn’t care".Groups (Get Behind the Glass) Insight: "iPhone cool, Blackberry professional, I have no idea what Windows Phone is or does"Technology Panel #1 (Build us a phone) Insight: "On my dream phone the brand takes a back seat to doing the stuff I want to do."Technology Panel #2 (Help us with language)Insight: "I think that customise would make the most sense… you could add new apps to make the phone more useful".Technology Panel #3 (What do you think of this programme?)Insight: "It better be free".

Research, told us to be targeted, integrated and attentive - demonstrate relevancy to the teen audience through innovation and fun – and that 'gaming' and 'entertainment' apps were core drivers to mobile usage. With a trusted third-party media partner, Microsoft offered a downloadable MOM app (1st ever) exclusive to Windows Phone. A microsite was created to download the app and chances to win daily prizes. The promotion did not just live on TV, but extended into online, emails and Retail (1st).Awareness +10%9.3% site visitor’s downloaded appROI 3:1:1CTR 10.4%Email open rate 18.8%