Cannes Lions

WINDOWS XP

McCANN-ERICKSON BRASIL, Sao Paulo / MICROSOFT / 2002

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Overview

Description

Main target: Men and Women, AB classes, 18-49 year-old (people interested in technology to make their life easier).Communication concept: Windows XP. Surprise yourself.Communication aim: to generate knowledge of the brand among users, at home and at work, besides the professionals of the area. To generate excitement regarding the brand, having people talking about the product differentials. To accelerate the purchasing cycle through software or even hardware upgrade. To even communication key through a global campaign, made by a team of professionals from several countries, from the briefing up to its implementation.To disclose the Microsoft world to multiple users (the most different resources in its field). From a detailed study of the media habits of the target, we tried to reach them with our message for the next four months. To do this, we used high indexes of coverage and frequency in the traditional means of communication (television, magazine and radio). We made partnerships with cable TV in order to make the most of our actions regarding sponsorships and differentiated spacing. Strengthening Sao Paulo market, we made use of special double page ads in one of the most important newspapers as well as "wall wrap" and double front-lights, thus giving a good visibility for the launching.Explaining in more detail the product characteristics in a different and amusing way, actors from a given terror film interacting with an obstinate projector. It was the right film for the cinema. We were able to put into practice the project with Cinemark (the biggest cinema network of Brazil), that gave us the coverage in the main Brazilian cities.The ad was aired in 104 rooms for four weeks, in more than 17,000 exhibitions, besides Microsoft special exhibitions for partnerships and employees.Altogether, we could use the ad differential of three minutes, or better, simulate the interactivity of the actors of the film with the projector, through the special voice recording. The result was a great success of the campaign as a whole. Show in an unusual way the new product's qualities (Windows XP launching). Cinema was a good alternative for the airing of the film with sound and image effects, besides enabling an interaction with the spectators. The Windows XP was launching worldwide and we wanted it to be a 'happening' event. Everybody at the agency, not only in Brazil, but worldwide, was focused on this aim.The last versions of Windows had moderate actions, aiming only to communicate that a new version has been launched.Launching of Windows XP helped to stimulate the market as well as to increase computer sales.The partnership with the cinema network allowed the workability of a great idea (sound effects and outstanding action), a perfect execution and coverage of the main markets, with a low media investment.

Execution

Show in an unusual way the new product's qualities (Windows XP launching). Cinema was a good alternative for the airing of the film with sound and image effects, besides enabling an interaction with the spectators.

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