Agency:
Jack Morton Worldwide Sydney/ Ogilvy PR
Role:
Creative Director
Challenge:
To develop and deliver a launch event that embodies the spirit of Windows 10 and celebrates with the people who use Windows and the Insiders who helped build the product. A major photo moment is required that includes an iconic landmark. Sydney identified as a Tier 1 market, will be the first territory to launch in world clock.
Idea:
Upgrade Your World is about what Microsoft Windows 10 enables us to do: opening a window onto a whole new world of possibilities with, for the first time ever, an ecosystem that connects all devices and software – at our finger tips. Over 350 fans, media and influencers will be invited to an exclusive launch event bringing the world of Windows 10 to life in a fully immersive representation of how this ecosystem works. Hosted in front of the spectacular views of Sydney Harbour the evening will culminate in a photo moment that heroes our fans with Sydney’s iconic Harbour Bridge and Opera House as the backdrop. The Super Fan continual fluid experience at the event is through four pillars of popular culture delivered by people for people: Music, Art, Fashion, and Technology, where they can create their own personal journey.
Scope:
Digital, Social, Experiential, Media
Impact:
211 pieces of coverage resulting from more than 40 pre-briefings over a four week period. Coverage highlights included a national broadcast piece on Channel 7 news, a front page story on the AFR and numerous home page stories across Fairfax and News Corp titles. More than 16,000 mentions on Twitter since our social fan competition launched; reaching more than 28 million people. More than 700 Twitter entries received from our Sydney based fans during a week long campaign to drive attendance at launch. More than 350 attendees to the fan celebration on 29 July, 280 of which were fans recruited through social.