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Microsoft launches activation for Windows

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 12, 2009
Microsoft Windows' on-ground activation engages its TG with movable Windows icons and a mime act

Ever been tapped on the shoulder by Microsoft Word when shopping? Or seen kids playing with Internet Explorer in a mall?

Recently, Microsoft India initiated an on-ground activation to provide live experience of next-generation Windows operating systems. Phones powered by the latest Windows Mobile 6.5 and PCs powered by Windows 7 will be present across malls, allowing prospective customers to experience the two operating systems.

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As part of the activation, promoters at the malls donned the garb of various Windows and Microsoft program icons, such as Internet Explorer, Excel, Word and Media Player, distributing pamphlets and inviting kids and adults to come and experience the power of Windows.

Also, a 16-feet long Windows mobile phone frame was created, inside which a mime artist conducted an act, using placards to showcase the key features of the new operating systems.

The latest international Microsoft TVC highlights the strength of the company's operating system in consumers' work-life, also exploring the ways in which consumers can have fun with the operating system.

Speaking on the on-ground activity, Guneet Singh, lead -- integrated marketing and communication, consumer and online, Microsoft, says "Familiar Windows icons engaging with consumers in a relaxed family environment help our technology leap out of the device (PC/ phone) and strike a warm and pleasant emotional chord. It also brings alive the creative thought that we are using in the TVC, allowing consumers to actually live the scenario depicted in the ad."

The activation, handled by Jagran Solutions, the BTL arm of Jagran Prakashan, began in the first week of November. While the first phase of the activity will focus on Delhi, Mumbai and Bengaluru, the second phase will unroll in Hyderabad and Pune.

"Personal interaction is a key element involved in the marketing of premium products; and this activation sets out to achieve this. We are eying consumers belonging to Sec A and B. Also, with Windows icons spread around the activity area, we are looking forward to lure kids who are technology-savvy," says Ambika Sharma, national head, Jagran Solutions.

The key partner brands for the activity are: HP for Touch PCs, Acer for phones and Tata Docomo, which is offering data plans on Windows phones.

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