Best Social Creative: Deep Focus for Microsoft Windows Phone
7Agency: Deep Focus
Brand: Microsoft Windows Phone
7
Name of 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:
http://clients.deep-focus.net/submissions/windowsphone/
146 Comments Posted Leave a comment