2011 SAMMY Award Finalist, Best Engagement Campaign: Deep Focus for Microsoft Windows Phone 7
publication date: Aug 28, 2011
Best Engagement Campaign: Deep Focus for Microsoft Windows Phone 7
Agency: Deep Focus Brand: Microsoft Windows Phone 7 Executives Involved in The Campaign: Ian Schafer Campaign Brief: Windows Phone 7 (WP7) is Microsoft’s answer to the brewing iPhone/iOS – Android wars. And it came to play. Designed specifically to create heightened connectivity to smartphone superusers around their lifestyle and habits, the phone OS reduces the number of interactions and gestures needed for a user to get to the content and features they care most about. A WP7 owner can spend less time trying to connect with their life and more time living it. This concept is particularly useful in giving users the power to get the most out of proliferating media and social content – this phone doesn’t just have a Facebook app, the OS has Facebook wired right into it. Microsoft challenged Deep Focus to find ways to engage with this brand new concept, understand it, and most importantly crave it. No small feat considering Windows Phone’s heritage. So how did we do it? We created a multi-phase campaign utilizing social media (and social culture) to help illustrate the benefits of the new device and most importantly, get the device in peoples hands – at least virtually. During this process, we realized that it is nearly impossible to see how great an experience a phone will provide when it is brand new out of the box. In fact, many retailers don’t even enable customers to turn the phone on. We thought the single best way for people to experience the phone was to enable them to see what it would be like after a few months of use. And what better way to do it than emulating how it actually works using peoples’ Facebook data. Through our seemingly simple but lovingly crafted application, users were able to connect to their Facebook profile and were immediately presented with the phone now showcasing their friends’ pictures, latest status updates and posts, and their own personal photographs. The address book populated with their contacts. The home screen with their favorite people. The email with their messages. You get the drift. A simple idea, expertly crafted allowed the previously impossible to be achieved – trying out an innovative new phone risk-free and using it as if you’ve owned it for months. Link to Your Creative Materials: |
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