Staff Reporters
Oct 12, 2010

Microsoft set to launch Windows Phone 7 campaign

Microsoft has announced the imminent global launch of what it says will be the 'biggest TV marketing campaign in the history of the mobile business' to promote Windows Phone 7 (WP7).

Microsoft set to launch Windows Phone 7 campaign

Eight global ads by Crispin Porter + Bogusky are set to start airing, leading with 'Really' and 'Season of the witch' . The ads will roll out in Europe first followed by the US.

Sources report that Microsoft has invested as much as US$400 to $500 million on the initial WP7’s TV, print and digital campaign.

Microsoft has launched nine Windows Phone 7 handsets through partnerships with more than 60 mobile operators in over 30 countries across in Europe, North America and Asia-Pacific.

The TVC's showcase times when people are immersed in their phones and ignoring more important things in life. People ask: ‘Really?’ (meaning “are you kidding?”), with men missing chances with beautiful women and surgeons wasting valuable operating table time because of their phones.

Microsoft says it is making ‘a phone, that will save us from our phones’ with WP7. The new model is designed to get people in and out of their phone easily and quickly. This means enhancing the interphase with application tiles, integrating the phone with Office, Xbox and Zune, and mobile models in different price points to appeal to a bigger demographic.

“As a society we’re spending more time heads-down with our phones than we are interacting with the people we’re sitting right in front of,” said Todd Peters, Microsoft corporate VP of mobile communications marketing group.

He continued: “When people see the ads for the first time, it’s amazing how much self-recognition there is - that sense of ‘I have totally done that’".

As well as the eight TVC's, there are six 30-second TV spots on specific mobile functions such as use photos, People Hub, Xbox LIVE and Bing.

Social media elements will include hosting dialogue and activities between the public and Microsoft on WP7. This will be on Facebook, Twitter, YouTube and MySpace.

 

Really:


Season of the witch:

Source:
Campaign Asia

Related Articles

Just Published

45 minutes ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

2 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.

2 hours ago

Marubeni banks on J-Pop singer Ado's mystique in ...

In her first-ever advert appearance, J-Pop superstar Ado teams up with Marubeni to deliver a metaphor for collaboration and overcoming challenges.

2 hours ago

Moves and wins roundup: Week of February 17, 2025

Netflix, Pageone Group, Golin, Mars United Commerce, the Parramatta Eels and more in our weekly collection of people moves and account news.