In order to overcome inertia it was important to spread the word quickly about Windows XP and get customers excited about it.1. Objective: Create sense of ubiquityMedia Goal: 75% reach @ 5+ Effective frequency over the first 8 weeksResult: Pre-launch unaided awareness: 27%Post-launch unaided awareness: 55% (Hall & Partners USA)2. Objective: Build momentum for Windows XP as the next big thingMedia Goal: Multiple points of contact with the target throughout their average day across a broad range of media vehiclesResult: Pre-launch word of mouth buzz: 23%Post-launch work of mouth buzz: 42%(Q “People you know are talking about it” – Hall & Partners USA) The core media idea revolved around three ideas 1) Connect with the target in media that plays up the benefits of Windows XP 2) Integrate across multiple media channels and marketing activities to achieve the greatest effect 3) Amplify these efforts by concentrating in a short timeframe.To overcome inertia and motivate target to action, a three-phase strategy was developed. Prior to the product launch, it was critical to create interest and pent-up demand for Windows XP in order to stimulate early sales. During phase 1, the key strategy was to let our target know something big was happening. Teaser :15s were launched Nationally, while in the in top 10 markets, local newspaper, wild postings, and transit media were used to stimulate ‘buzz’.In the Launch phase, the core idea was to create an overnight sensation. In top markets, viral outdoor units were transformed into large-scale showings including building wraps and wallscapes. To create intrigue, multiple classified ads were placed throughout local newspaper classified sections, in addition to the large-format units that ran in Main News sections. :60s were introduced to the Thursday night roadblock of must-see TV programs. Front page roadblocks were launched on key websites. At night, in 4 major cities, full-motion ‘Directors-cuts’ of the TV ads were projected onto building sides in metropolitan centers. The launch event in Times Square was primarily a press event, but surrounding media support was supplied through multiple Billboard and Banner placements in Times Square. By launch day, Windows XP had over 100,000 pre-orders, more than double the amount with Windows 95.Following the launch phase, the goal was to maintain momentum, stimulating sales throughout the Holiday timeframe. To that end, it was important to find media environments that reflected customers’ interests around the Holidays. In print, Microsoft and it’s partners sponsored major gift-buying guides and Holiday shopping sections. Technology enthusiasts are frequency movie-goers and 4th Quarter boasted an impressive sequence of film releases including Harry Potter and Lord of the Rings. Microsoft produced a special Director’s cut of the commercial to run prior to all film screenings in major theaters in 8 markets. Partner programs included radio promotions, newspaper advertising and print sponsorships. To date, Microsoft had sold over 17 million copies of Windows XP, the majority of which occurred after all advertising efforts had ended. Our challenge was significant. For most customers, Windows XP required a PC upgrade at a time when PC sales were down 40%. In addition, Microsoft expected Windows XP sales to surpass Windows 95 with only 70% of its budget. The media imperative was to create a program of such magnitude and impact that consumers would view mass adoption of Windows XP as inevitable.

The media team led in designing an integrated communications architecture. All elements - PR, promotions, partner and channel programs, advertising and Launch Day events – worked in unison to convey the full range of messaging. This big picture process enabled media to recommend an unorthodox advertising approach. The core media idea was to create a movement behind Windows XP adoption. To do so, we recommended concentrating nearly the entire media investment in an 8 week period.

Media fully leveraged the expenditure to generate significant added-value ideas that both extended campaign presence and enhanced message resonance. Media worked closely with cable networks to develop bonus vignettes that aired over 200 times playing up core themes of the product. 204 bonus Outdoor units and two month overruns were negotiated. In addition, 3 million demo CDs were distributed free of charge. We knew our target was complacent. Media had to be both a catalyst for attention as well as a vehicle for seeding an enduring message. We resisted the temptation to build the type of continuity that looks good on a flowchart but falls short in the real world. Our plan was uncompromising in it’s impact and short duration.While there was some risk in this strategy, we knew we needed enough pressure to overcome target inertia as well as a slumping 4th quarter economy. We also knew that media was not an isolated communications tool, but part of a bigger program-one with the scope, scale and variety of compelling messaging that would create the movement we sought.

Product reviews and editorial coverage would communicate the rational benefits of Windows XP. Media’s role was to create an emotional and inspirational bond. We placed Windows XP squarely in the middle of our target’s lifestyle. We closely linked product features with media environments. In theaters, we promoted the themes of video editing and digital music. Online, we featured enhanced communication and downloading music. From the morning commute until their heads hit the pillow, customers were showered with relevant pieces of the story.

Our challenge was significant. For most customers, Windows XP required a PC upgrade at a time when PC sales were down 40%. In addition, Microsoft expected Windows XP sales to surpass Windows 95 with only 70% of its budget. The media imperative was to create a program of such magnitude and impact that consumers would view mass adoption of Windows XP as inevitable.

The media team led in designing an integrated communications architecture. All elements - PR, promotions, partner and channel programs, advertising and Launch Day events - worked in unison to convey the full range of messaging. This big picture process enabled media to recommend an unorthodox advertising approach. The core media idea was to create a movement behind Windows XP adoption. To do so, we recommended concentrating nearly the entire media investment in an eight week period.

Media fully leveraged the expenditure to generate significant added-value ideas that both extended campaign presence and enhanced message resonance. Media worked closely with cable networks to develop bonus vignettes that aired over 200 times playing up core themes of the product. 204 bonus outdoor units and two month overruns were negotiated. In addition, three million demo CDs were distributed free of charge.