Online innovation delivers for Windows 7 launch

An innovative, integrated approach to digital media paid dividends for Microsoft’s global Windows 7 launch, leveraging the full range of Microsoft Advertising properties and the power of the Microsoft Media Network to drive major increases in brand awareness, favourability and purchase intent.

Campaign objectives:

• Promote the Windows 7 launch online
• Raise product awareness and favourability
• Drive recommendation and purchase intent

Creative solution:

The global Windows 7 launch campaign brought together a vibrant mix of digital media behind the key Windows 7 launch message of “software that had been shaped by millions of users”. Windows 7 online ads formed part of a highly integrated campaign that was tailored to individual markets and ran across both offline and digital media. Online, the Windows 7 campaign used an innovative combination of rich media advertising, homepage takeovers, search and social media marketing, precision targeting and in-game advertising that delivered Windows 7 launch ads to consumers at the point of purchase. A dedicated Windows 7 channel within MSN provided in-depth information and helped to drive recommendation and positive word of mouth among key influencers.

Key results

• In the UK, exposure to Windows 7 online advertising increased product awareness by 8 percentage points to 93% and delivered a 2 percentage point rise in purchase intent to 68%.
• In France, the Windows 7 MSN channel increased brand favourability by 5 percentage points to 66%, with 66% of visitors saying they would recommend the site.