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Follow UsThe main aim of the launch was to make the brand noticed in the cluttered technology sector
Day 2 of the Emvies 2008 shortlisted case study presentations saw the second set of case studies being presented. Lodestar Universal was the only agency to present a case study on technology for its client, Microsoft Windows Vista. The campaign was shortlisted in the Best Media Strategy – Consumer Durables category.
The main aim of the campaign was to increase consumer awareness and make people buy computers with Windows Vista as the operating system (OS). Its target audience was all computer users nationwide. The target group was divided into two categories. The first group was tech savvy and the second was technologically backward. The challenge was to cut through the plethora of tech brands in the market and reach out to both groups.
Lodestar also had the additional task of making the software – which was created in the US – appeal to the general Indian audience. Accordingly, it created a multilayered strategy. It generated buzz around the product and promoted it in a non-technical way, by letting potential consumers experience the product. Lastly, it wanted a huge retail network so that it would be very easy for the consumer to purchase Windows Vista.
The operational principle of the campaign was to have relevant touchpoints with the consumer, simplify the features of the product and exhibit the novelty value of the product. Since a global brand was being launched in India, it was important to localise the launch. That is why the Windows Vista WOW launch was held at the Taj Mahal in Agra, a first of its kind. Vista had an anthem that was sung by well known singer Sunidhi Chauhan at the launch, again a first for a Microsoft product. The song described the qualities of Windows Vista. The song became popular and got around 10,000 caller tune downloads and around 5,000 ringtone downloads in a few weeks after the launch.
The Windows Vista launch ceremony was hosted by Karan Johar and Diana Hayden and beamed on STAR Plus. It had eminent film personalities such as Urmila Matondkar talking about the product features.
Windows Vista tied up with four channels of the STAR TV network, STAR Gold, STAR One, Channel V and the National Geographic Channel, to reach a bigger audience. The logos of the four STAR TV network channels were attached with the Windows Vista logo.
Lodestar organised a mall activity in which people could experience a technology called Ubiq. Ubiq is an advanced interactive display screen, which was also used in the Matrix movie series. This technology was specially imported from the US for the Windows Vista launch. The activity was carried out across six malls. Windows Vista canopies were set up in these malls, and people could test the product and also send emails to their friends to test the product in the stalls under these canopies. They could also buy the original product there.
Lodestar also tied up with Café Coffee Day (CCD). CCD outlets in 68 cities across the country carried advertisements for the Windows Vista launch. All the items in the cafe carried the Windows Vista branding, including the entrance to the café, posters on the walls and the menu cards. Windows Vista also introduced a new flavour of coffee called Wow Feel at the CCD outlets. Close to 1,500 cups of Wow Feel coffee were ordered in the first month. The activity also found a place in CCD’s monthly newsletter. The campaign went on for two months.
Windows Vista also invested in the usual methods of branding, which included a jacket (false) cover on The Times of India on the day of the launch, magazine inserts, and branding at wi-fi airport zones.
The original Windows Vista OS is available with around 800 retailers across India. The launch activities resulted in 71 per cent brand recall amongst people.
For the record, the Emvies are given out in six categories after a two stage judging process by a panel of industry experts. Gold and silver awards are given in each category. The categories are Best Media Strategy, Best Media Innovation, Best Media Research, Best Integrated Campaign, Media Agency of the Year and the Grand Emvie. In addition, there are two special award categories – the TAM Award for the Best TV Research and the People’s Choice Award for the Best Case Study Presentation. The Emvies are awarded to both planners and implementers.
Every year, Ad Club Mumbai organises an event in which shortlisted entries are presented before the audience. This year, there are 53 shortlisted entries across categories. The Emvies will be given out on July 28 at The Grand Hyatt in Santacruz, Mumbai.
The presenting sponsor for Emvies 2008 is NDTV Media, while the associate sponsors are SaharaOne, Just TV Punjabi, Mi Marathi and Microsoft Advertising.
