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Microsoft Windows Consumer
The Results
During the two month-long festival in Kunisaki, a small Japanese town that usually has a population of around 10,000, the installation attracted 60,000 visitors and has since been made a permanent exhibit. Our partnership with TeamLab for this campaign, enabled them to create the installation that established them as world-class creative technology creators. It has toured Tokyo, Singapore, Hong Kong and New York bringing to life more than 2.3 billion flowers to date!
The Brief
Change consumer perceptions of Microsoft Windows from a brand “that is needed” to one “that is desired.” Consumer research told us that consumers tend to choose their PC brand, not because it is functional or easy to use, but because it is perceived to be innovative or stylish.
We were asked to create a marketing approach towards the consumer, which would build a stronger emotional association with the Microsoft brand and change perceptions around the Windows brand, making it recognised as a creative tool.
The Solution
Through our collaboration with TeamLab, we focused on showing the creative role that Microsoft Windows OS and its devices played as the best-in-class tool to produce innovative creativity. Rather than position the brand as the innovator, we differentiated our position by bringing the product back to its proper role as an enabler of exceptional creativity.
The work is telling the story of real creative innovation and changing people’s perception towards Microsoft devices and the Microsoft Window’s OS, the same technology people use daily at work.
The Brief
Change consumer perceptions of Microsoft Windows from a brand “that is needed” to one “that is desired.” Consumer research told us that consumers tend to choose their PC brand, not because it is functional or easy to use, but because it is perceived to be innovative or stylish.
We were asked to create a marketing approach towards the consumer, which would build a stronger emotional association with the Microsoft brand and change perceptions around the Windows brand, making it recognised as a creative tool.
Experiential Brand Activation
Microsoft Windows Consumer
60K
Visitors to the installation at the Kunisaki Art Festival
3
TV Features
3
Magazine Features
61
Online Earned Media
0
ZERO Media Budget
5 Cities
The installation has toured Tokyo, Singapore, Hong Kong and New York
2.3+ Billion
Flowers brought to life across the world
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