Microsoft Christmas Campaign - Romania

Objectives:Increase purchase intent for Windows 7 PCsIncrease 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 unmarriedTactics: 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 lotteryOnline campaign for all products, teaser based “do not open until Christmas’’ and social Facebook ads campaignSpecial in store branding in top 20 retail storesPR engagement – Showcase EventTimeframe: November 18th 2011 – January 31st 2012Focus partners: 27 highest trafficked locations of top 4 Retailers: Altex Romania, Media Galaxy, Domo Retail, Flanco International and Top Onliner – no. 1 eMAG200 Breadth Retail partners‘ locations

Campaign overview

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: +2.000Over 15.000 Facebook app views65% 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 DomoROI = 1:7,9

Key results

Romania achieves an outstanding result of 140.442 views, being the most effective landing page in CEE.

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UkraineRomaniaCzech RepublicGreeceSlovakiaSloveniaBosnia

Romania

  Total views Daily AVG

Ukraine 67.366 1.871

Romania 140.442 2.385

Czech Republic 57.962 999

Greece 9.956 293

Slovakia 2.457 42

Slovenia 6.25 120

Bosnia 3.517 84

Romania achieved almost 7.000 clicks on their home page in the first weeks. Kicking off almost 2 weeks later than Czech Republic.

Romania

Czech Republic

Greece

CTR RO: 6.4% CTR CZ: 6.38%

CTR GR: 16.86%

Landing page

Visits: 111.658 unique visitors Page views: 140.442 views CTR: 6,40%53 Windows 7 contest registrations

Facebook

+ 2000 new fans = 13% increaseOver 15.000 views65% increase in engagement rate687 picture contest uploads

Facebook

+ 2000 new fans = 13% increaseOver 15.000 views65% increase in engagement rate687 picture contest uploads

 

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.

AppendixCampaign Execution

Key visual

Online Campaign

Landing page & Facebook app

Online banners

Partners’ website presence

In-store materials

Point of sales materials

Pocket to insert partner special offer PC with Windows 7

Special branding – 20 locations

Thank you