Powerful digital campaign for Windows 10 - from bus shelter to viral success
Web – Design & content
Industry: Tech
Mission and goals of the Windows 10 launch
At Louder, we have been helping Microsoft and Windows with communications, marketing and advertising for many years. When it was time to launch Windows 10 in Sweden, we were tasked with activating the launch with a powerful marketing campaign.
As Windows targets a broad audience, we developed a communication concept that could be adapted for different sub-target groups. The aim was for the advertisement to have a wide digital reach and ideally go viral.
Marketing also included live events, commercials, social media, YouTube prerolls and image advertising.
Campaign concept: Upgrade Experience
Windows wanted to clearly communicate that the new Windows 10 is faster, smarter, safer and more stylish. Windows 10 gives users that little bit extra, and our aim was to get as many people as possible to upgrade their operating systems.
We developed the “Upgrade Experience” concept, where we surprised people in unexpected places with nice surprises if they had upgraded their PC to Windows 10. An example of this guerrilla marketing was when we put a butler at a bus stop on a rainy day in Stockholm. Those who showed that they had upgraded to Windows 10 got to ride in a limousine with bubbles and strawberries instead. This video became a viral success.
