The 2011 Microsoft Christmas campaign has a common creative platform around "It’s a great time to be a family" concept to drive product desire and purchase intent for Windows PCs as the primary objective with purchase intent across the other products (Office, Hardware and Windows Phone).
2. Campaign overview
Objectives:
Increase purchase intent for Windows 7 PCs
Increase purchase intent for Office 2010
Create awareness on the full range of Microsoft products including Xbox Kinect, Windows Phone and Microsoft
Hardware (end-customer to have full picture of Microsoft consumer products)
Creative concept: It’s a great time to be a family. Christmas is the most important family holiday in Romania, so we
created a real Romanian family scenario: concept localization using the Romanian teenagers from the BTS
campaign and their families.
Rational: Microsoft has the perfect products to bring families together and create a single user experience for the
everyday life.
Audience: broad target audience, adults 25-54 year old; parents with kids in or out of the household or unmarried
Tactics:
Facebook/landing page: The largest photo family gallery for Christmas in partnership with Nikon, the users are
invited to upload their photos and be part of the biggest family portrait and could win one photo camera.
Windows 7 PC incentive offering Xbox Kinect for any acquisition of W7PC, through electronic lottery
Online campaign for all products, teaser based “do not open until Christmas’’ and social Facebook ads campaign
Special in store branding in top 20 retail stores
PR engagement – Showcase Event
Timeframe: November 18th 2011 – January 31st 2012
Focus partners:
27 highest trafficked locations of top 4 Retailers: Altex Romania, Media Galaxy, Domo Retail, Flanco International and Top
Onliner – no. 1 eMAG
200 Breadth Retail partners‘ locations
3. Key results
Increased visibility and product awareness: over 71.000 POS materials in 227 top
managed retail + breadth stores & special branding in 20 high traffic stores
The highest traffic on landing page in CEE: 140.442 views, highest CTR for Xbox
banners: 6,68%
13% increase in Facebook new fans: +2.000
Over 15.000 Facebook app views
65% increase in engagement: 730 comments, 687 picture uploads
Sales results (for top 4 accts where Christmas campaign ran)
+21% VTB Hardware, +210% VTB Windows FPP, +45% VTB Office FPP
+300% YOY in XBOX Sales in Domo
ROI = 1:7,9
4.
5. Romania achieved almost 7.000 clicks on their home page in the first weeks.
Kicking off almost 2 weeks later than Czech Republic.
Romania
CTR RO: 6.4% CTR CZ: 6.38% CTR GR: 16.86%
Czech
Republic
Greece
7. Facebook
+ 2000 new fans = 13% increase
Over 15.000 views
65% increase in engagement rate
687 picture contest uploads
8. Facebook
+ 2000 new fans = 13% increase
Over 15.000 views
65% increase in engagement rate
687 picture contest uploads
9. Holiday PC Showcase Event
• 10 OEM partners : HP, Dell, Lenovo, Asus, Acer, Fujitsu, Samsung, Sony, Toshiba;
5 Distributors ; 40 journalists
• In total ~ 150 people
• Our objective: to give the opportunity to see, feel & touch the most amazing Windows
7 notebooks in the Christmas offer, in a single event.
• The positive media coverage and feedback received from our partners prove that
the event was highly expected and well received as the first event of this kind on the
local market.
