1. Magic of Windows

3. Drive Awareness

4. Create Engagement level

5. Establish Windows as a fun-filled brand & a part of everyday life

7. Creation of a Live Windows Zone in malls where people experience an amalgamation of Technology, Application & Fun

8. A platform where target audience come across 4 Es’: Experience, Enticement, Engagement & Entertainment

9. Icons Come Alive: Windows Applications were brought to life as Companions who are part of your everyday life

10. Brand Messages were communicated in a very Human Way: seamless part of interaction

13. The Product- Windows 7 Is…. Globally launched on 22nd Oct, 2009

14. The Product Windows Phone Windows Mobile was re-named as Windows Phone and launched the latest 6.5

15. Industry Background The Microsoft OS (XP, Vista included) is estimated to have an around 92 per cent market share in India. Symbian platform for Mobile devices leads with almost 50% market share whereas Windows Phone with only 9% globally The rest comprises the disk operating system or DOS (which is latter upgraded to another OS -- mostly a pirated Microsoft OS or a Linux one), Apple OS (the latest being Snow Leopard) and Linux variants (from Red Hat and Novell). The timing of the launch of Windows 7, say analysts, coincides with the world's appetite for personal computers picking up again after the global slowdown. Windows 7 will benefit from two drivers in the enterprise market. One is the long-awaited IT replacement cycle ticking in and the second is the related uptake in IT investments. For the consumer markets, too, Windows 7 will become the de facto standard for new purchases," says Alok Shende, principal analyst, Ascentius Consulting. Usage Share of Web client OS Mobile Devices OS Source: www.statcounter.com

16. Marketing Dilemma Product: Windows 7 & Windows Phone Target Audience –Online Universe & high end Phone users Challenge(s): Brand revival from the Vista Hangover For Mobile Devices -Users” Choice by brand and not by OS No Excitement amongst the TG for Microsoft as a brand Market base: India PC market crosses 6.5 million shipments mark in 2007Records 20% Year-on-Year growthNotebook PC shipments touch nearly 1.8 million units: IDC India, Feb 2008

18. Focus on interaction & a two-way mode of communication

19. Rejuvenate old friend Microsoft to an exciting Consumers’ Brand

20. Target Touch points where TG can be reached in large numbers Create a platform where they should react, response and relate to new product offerings Bring Alive Consumer Generated Media, which clicks best in a heterogeneous Indian market Celebrate the Launch of two new Operating system by Microsoft Windows7 & Windows 6.5

21. So We can Say…. Magic Of Windows is a Campaign which was born by the users, of the users & for the users An initiative to involve the end users across four states in the celebration marking the launch of the two Operating Systems from Microsoft & give them a Unique, enthralling, seamless Windows Experience altogether

22. Strategy

23. Key Tasks to Perform Windows 7 as Faster, Smarter & Secure Seamless experience of Windows on PC & Phone platforms Create Visibility of the Brand & make it more Unique & Interactive Celebrating & launching Windows 7 & 6.5 amongst the end consumers

24. Consumer Activation Exercise Adding life to Windows Icons Windows Experience Zone Activity at a Glance Process

25. Meet with Windows Icons @ a Mall near you

26. Creative: Windows Experience Zone @ Malls

28. Visual Theatre Act where a Mime artist posing as a life –size replica of a Windows Phone performed five different acts to depict the five unique features of the phone which are snippets of our daily lives

30. The Windows Experience Zone Touching Windows 7 on Touch Screens Engagement @ Windows Experience Zone Experiencing Windows 7 on Laptops Checking specifications Hands On @Windows Phone Zone

31. Entertainment & Engagement @ its Best! Icon checking with Consumer & asking “ Do You Have Me in your Phone” Icon Walkers dancing & entertaining people Visual Theatre Act by Mime Artist Clicking Pictures with Icons for Photo wall & upload on Photowall, share it with your friends Getting Lucky with Gift Voucher at the end of the Day Happy to gratify TG with free Cotton candy Sharing feedback post experience & entering into Lucky Draw

32. Scale Reach Multipliers Medium & Mileage Links

33. Reach 12 Malls 48 Days A P.R. Campaign Digital Campaign Social Media Campaign OOH Media

34. Widening the Reach & Penetration

35. Medium & Mileage

36. Digital Roll-Out www.linledin.com/home http://www.afaqs.com/perl/news/story.html?sid=26144 www.photowall.com/windows http://www.youtube.com/watch?v=p-1LRhO7oM0 http://jagransolutions.blogspot.com/ http://www.facebook.com/r.php?i=1&invid=1146819130&key=Z5AZQ65ZV5TF6FDEREZYR5PQV3FD4X2L http://www.youtube.com/watch?v=gC3x-DYxtdU http://www.youtube.com/watch?v=XgU5EtXYKz4 http://www.youtube.com/watch?v=HZewo6OV-_Y http://www.youtube.com/watch?v=jYes32ydfcY Electronic Direct Mailers

37. Prominent Coverage

38. Other Coverage

39. Welcome & Experience the Magic of Windows A Journey through snapshots

40. Our very own Icon Walkers

42. Let’s Dance

44. Kids just loved Icons Walking around them

48. Say “Hi…”

50. Icons Walkers a Hit Among Youth too

52. Say CheeseLet’s Click …

54. Hey You, Wait…Let Me Capture You

56. Alluring Crowd surrounding the Zone

59. PC Simplified with Windows 7

61. Touching the Simplicity

66. Windows PhoneEverything is in it !!

69. Thank you

70. The 'Case Studies' section on afaqs! provides an insight of a brand, its making, evolution or promotion. To check out some interesting Case Studies, click on: http://www.afaqs.com/perl/news/case_studies/index.html To forward this Case Study, click on: http://www.afaqs.com/perl/news/case_studies/index.html?mid=101 Do you have a case study to share? Get in touch with us at +91-120-4077813 or drop your query on: http://www.afaqs.com/service/content.html CASE STUDIES Disclaimer: This case study is for informational purpose only and for any details contact: Coversation@jagransolutions.com