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Microsoft Takeover Coffee Shops With a Media First For The Launch Of Surface Pro 4

Anytime, anywhere work patterns have had a profound impact on the coffee industry in recent years.  Coffee Shops are now that third space between home and office, a unique environment where business and leisure naturally coincide.  They are the ideal environment for the Surface Pro 4 as Coffee Shops are exactly the kind of space where we might be found using our laptop or tablet to get work done on the go.
Over the last few years, we’ve seen a number of campaigns in Coffee Shops for Microsoft, but this is by far the most innovative of all.  As part of their campaign to promote the Surface Pro 4 to consumers ahead of the key Christmas retail period, Microsoft are using a combination of Window Vinyl and Coffee Cups in 20 premium artisan type outlets in London, as well as a further 172 outlets in key cities across the country with Coffee Cups.
Window Vinyl is an intuitive, impactful, native advertising format that allows brands to capitalise on huge pedestrian footfall as local consumers go about their daily journey.  All the sites are located in busy, trendy locations across London.  Where the window media grabs attention, when it comes to the coffee consumer in-store, Coffee Cups give brands the opportunity to deliver a more complex message in a relevant space at a relevant time.  We spend 21mins with our daily takeaway coffee, it’s also a time of day we’re relaxed and receptive which means a message delivered this way tends to resonate.  When you consider that half of all takeaway coffee ends up on a desk in the office, you see why this is an ideal way for brands like Microsoft to immerse themselves into the everyday consumer journey.
The windows aren’t the only innovative addition to this campaign.  There is something unique about the cups too.  The design has a blank space for the barista to write the customer’s name as if they were writing on the Surface screen.  Pretty apt when you consider the Surface Pro comes with a Pen that does just that!  And there’s more.  Microsoft is also driving engagement through social media by geo-targeting 2 cafés in central London offering free coffee giveaways to consumers nearby.  All they have to do is show their retweet or share to staff in-store to claim their free cup of coffee.  This is a great way to create a buzz on social media and reward consumers for engaging with the brand.  We’ve already seen loads of pics posted online showing Surface branded Coffee Cups out and about.
Lydia Osborne from Posterscope said, “Our branded coffee cups and window vinyls in selected coffee shops across London have allowed us to become more targeted in capturing mobile professionals. This is the thinnest, fastest and most versatile Surface Pro ever and we can now ensure that our presence is in the right place at the right time with the right audience. Adding to this an integrated social campaign to give back to our consumers with free coffees, shows how collaborative our approach has been with Table Talk.
The campaign was planned and booked by Empower Media and Posterscope.

Microsoft's personal response to local's cricket put-down

Microsoft has delivered a personal riposte to a Glasgow tweeter who pointed out that its recent ad campaign mentioning cricket was out of place in the city’s East End.
The original bus stop poster showed Microsoft’s mobile voice-activated assistant, Cortana, announcing a reminder about playing cricket at the weekend. One local commented on the lack of popularity of the sport in Glasgow’s East End by tweeting a photo of the ad with the caption: “Said nobody in the east End of Glasgow ever.”
Cortana tweet 1
Chris’s tweet garnered a lot of attention and was retweeted 4283 times. Now Microsoft UK has responded directly to Chris with a tweet which said they weren’t kidding that Cortana was personal. The response included a photo of the same bus stop with a new poster which reads: “Cortana, next time I speak with Chris, remind me not to mention the cricket.”
cortana tweet 2
The ad was created by McCann London / M:United, and seems to have gone down well with its recipient.  The campaign was planned and executed by Dentsu Aegis Network and Liveposter.
cortana tweet 3
Source: The Drum

Microsoft promotes Cortana with the most ambitious dynamic OOH ad campaign ever

Microsoft’s voice-activated personal assistant Cortana has been showcased across the UK in an ad campaign which reacts in real time to surroundings.
Dentsu Aegis Network, LivePoster and m:united (McCann Worldgroup’s Microsoft team) have made the most of data sources and out-of-home (OOH) tech to tailor contextual, real time ads throughout the UK.
The executions, boasting the versatility of the digital assistant, are capable of delivering thousands of engaging, geo-specific ads to consumers.
Paul Davies, marketing director at Microsoft, said: “Just like Cortana, this campaign is personal, flexible, and hyper relevant to the context against which the ads are served, using location, date and time data.
“We have used digital technology as a creative canvas to showcase how Cortana helps people manage everyday life seamlessly and in a powerful way.”
“With nearly 10,000 variants, we believe we have created the UK’s first truly bespoke outdoor campaign that adapts to its current environment with a dynamic complexity never seen before.”
Kaye Dolan, associate client director at Dentsu Aegis Network, added: “With this ambitious and complex campaign we are redefining the rules and capabilities of the digital outdoor medium.
“The deployment of a truly collaborative approach to media strategies has enabled us to unlock the full advantages of digital OOH, while giving us the opportunity to create a genuine and meaningful connection between the Microsoft brand and its target audience.”
Drawing from a combination of weather, travel, location, business and cultural events data, all utilised by Microsoft’s Cortana, the LivePoster executions run 241 unique content poster, with a total of 9,640 variations.
Via: The Drum

Microsoft are the launch partner on the Towers@T5

Microsoft was the launch partner Towers@ T5 – the largest digital airport opportunity in Europe, located at Terminal 5, Heathrow’s busiest airport terminal.
Microsoft utilised the iconic platform to showcase the impact of Microsoft Cloud. Microsoft is promoting it as the cloud that enables AccuWeather to respond to 10 billion requests for crucial weather data per day.
Pursuing Microsoft’s business audience and in collaboration with Empowering Media and JCDecaux UK, PSI planned a campaign that would reach a high footfall of airport business travellers in a dominant way.
With five screens located landside and two located airside, the Towers @ T5 ensured maximum impact as they reach 100% of the Terminal’s departing and transferring passengers. Each digital display is 14 metres wide by 7 metres high, and has a 6mm LED screen quality. These can be treated as one synchronised showcase, or as individual displays.
This activity received an abundance of attention in the media with a collaborative press release from all parties involved in the campaign reaching the likes of DailyDOOH, Frontier, Airport Technology, Essential Retail and Screen Media Daily.
Microsoft has also deployed classic and digital Out-of-Home locations throughout Terminal 5’s check-in and security check zones as well as key opportunities at Heathrow Express.
Alan Sullivan, Managing Director of JCDecaux Airport, said: “It’s great to see Microsoft as the launch advertiser on this stunning new 700 square metre digital platform – the Towers@T5. These seven new iconic locations in Heathrow offer an extraordinary new opportunity for brands to dominate and inspire the affluent, exclusive and influential passengers of Heathrow. This demonstrates once again how the airport is at the cutting edge of digital OOH innovation.”
Robin Hall, Managing Director of Dentsu Aegis OOH’s international division, said: “Being the Towers @T5 launch partner provides the ideal opportunity for iconic brand Microsoft to reach the highly desirable international business traveller through a hugely impressive site”.
Jonathan Coen, Heathrow’s Retail Director, said: “As Britain’s hub airport, connecting more than 70 million passengers across the globe every year, it’s no surprise that the world’s premier brands have recognised the power of advertising at Heathrow.  We are delighted to welcome Microsoft to Terminal 5’s newest installation”.

Microsoft promote new Premier PC in a spectacular fashion

To launch the new Premier PC computer, Posterscope customised over thirty-five sites using multiple creatives to demonstrate the variation and versatility of the product, which operates both as a laptop and tablet, and create impact.  The customisations, which feature on backlight 48’s and backlight 96’s across key cities such as London, Birmingham, Manchester, Glasgow, Newcastle, Leeds, Liverpool and Edinburgh, show how the laptop can be used in different modes to match the user’s needs.

Microsoft Target Tech Audiences with OOH Campaign

Microsoft are highlighting the sophistication and functionality of the Lumia phone personal assistant app Cortana with a special build giant poster on blowUP media’s Old St/Rivington St site in the heart of Tech City in East London.
The standard 123 sqm banner is being augmented by an eye catching digital light element demonstrating the different emotions shown by Cortana, with the green circle on the phone lighting up with LED panels. This banner will be the largest of all the specials that Microsoft is using for its OOH campaign.
The location of the site is perfect for reaching the young, technologically-literate audiences, who research has found, are the early adopters and influential to their peers. The giant poster will reach more than 1.2 million people during the two weeks it will be up.
Planning and buying is by the OOH team within Dentsu Aegis network.
Via: Outdoor Media Centre

Microsoft Immerses commuters in new Kings Cross Underground tunnel

Microsoft and Exterion Media have announced a partnership to wrap the length of a new tunnel at King’s Cross. Microsoft is promoting its Surface Pro 3 tablet and the artwork, set around the slogan ‘The tablet that can replace your laptop’, will follow passengers as they journey through the tunnel.
Running for two weeks, the campaign targets the business audience of commuters that travel through King’s Cross, St. Pancras and the redeveloped area next to the stations. The tunnel, owned by the King’s Cross Partnership, opened in June and this is the first time brands have been able to submit proposals for advertising.
Via: Exterion Media

Xbox Launches Sunset Overdrive with Augmented Reality Experiential Event in Canary Wharf

Xbox is using augmented reality digital out of home in a global campaign to promote the launch of new open world game, Sunset Overdrive.Conceived by Xbox and Dentsu Aegis, and produced by digital out of home specialist Grand Visual, the campaign will see an augmented reality (AR) execution installed as part of an experiential event at Canary Wharf in London. The activation forms part of the international campaign that also features AR activity in San Francisco and Melbourne during the week of the game’s worldwide launch.
Available exclusively on the Xbox One, Sunset Overdrive is an open world third-person shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to tackle legions of mutants — created when people consumed a new energy drink called Overcharge Delirium XT — and team up with other survivors to escape the city.
The creative for the campaign draws on key aspects of Sunset Overdrive’s story and gameplay to create a digital out of home AR experience that conveys the dynamism and excitement of the game. Each of the three international activations is based on a similar concept, but creative has been tailored to the specific country, location, and screen environment.
In the UK, the activity will take place at Canary Wharf where Grand Visual is working with Dentsu Aegis, JCDecauxLive, and Russell Signs to create a special build site that incorporates a large LCD screen into a purpose built crate. Creative for the Canary Wharf activation features four different augmented reality concepts played in a loop.
Members of the public will be presented with an immersive experience in which hordes of mutants will appear to come to life in front of their eyes. Creative will also feature an image of the Overcharge Delirium XT energy drink, the game poster, and game release date information. The UK activity started on the 27th October and continues until 31st.
Lydia Osborne, Dentsu Aegis said of the UK event:

“Xbox has pushed the boundaries with this unique execution. We are breaking the conventions of Canary Wharf, a key London business hub, by surprising commuters with the action and excitement of Sunset Overdrive. Bringing the characters to life by pushing the limits of augmented reality and merging Sunset Overdrive into the real world. We are incredibly proud and excited to be developing such ambitious and market leading campaigns with Microsoft on a global scale, while incorporating a local approach in the UK.”
Activity in San Francisco and Melbourne will also use interactive screens and augmented reality to create scenes in which crazed mutants appear to swarm streets and rail stations. The San Francisco activity begins 27th October and will run for four weeks. The Melbourne activation will run from 30th October through to 3rd November.
Speaking about the global campaign, Dan Dawson, Creative Technology Director of Grand Visual, said:

“What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home campaigns. This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality. The result is multiple immersive activations, born from a single concept, that will be experienced by people on three continents simultaneously.”
Via: OMC

XBOX Launches Sunset Overdrive with Augmented Reality DOOH campaign

Xbox is using augmented reality digital out of home in a global campaign to promote the launch of new open world game, Sunset Overdrive.
Conceived by Xbox and Empowering Media, and produced by Grand Visual, the campaign sees augmented reality (AR) DOOH executions taking place in San Francisco, London, and Melbourne during the week of the game’s worldwide launch.
Available exclusively on Xbox One, Sunset Overdrive is a stylised open-world shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to transform the open-world into their tactical playground by grinding, vaulting and wall-running across the city while using a devastating, unconventional arsenal to save Sunset City starting 28th October.
The creative for the campaign draws on key aspects of Sunset Overdrive’s story and gameplay to create a digital out of home AR experience that conveys the dynamism and excitement of the game. Each of the three international activations is based on a similar concept, but creative has been tailored to the specific country, location, and screen environment.
The San Francisco activity — launched on 27th October and active for four weeks — appears on ten of Clear Channel Outdoor’s touch-screen equipped bus shelters. One screen features an augmented reality activation that shows mutants appearing to run amok in the street. Bus travellers are drawn into the world of the game as hordes of mutants appear to jump off the rooftops and out of the windows onto the sidewalk adjacent to the bus shelter. Creative also features an image of energy drink Overcharge Delirium XT (a key element of the game’s backstory), the game poster, and release date information.
The remaining nine San Francisco sites are touch screen sites displaying exclusive game content. Users are able to interact with the screen to select the content they wish to see.
“The Xbox team was thrilled with the opportunity to provide a truly immersive experience for our fans, bringing the open world of Sunset City into the real world in a unique, compelling and memorable way,” said Julie Lowe, Xbox Group Marketing Manager, Global MarCom.
In the UK, activity is taking place at Canary Wharf where Grand Visual has worked with Dentsu Aegis Network (Carat and Posterscope), JCDecauxLive, and Russell Signs to create a special build site that incorporates a large LCD screen into a purpose built crate. Creative for the UK activity features four different augmented reality concepts played in a loop. Much like the San Francisco AR activation, members of the public are presented with an immersive experience in which game characters appear to come to life in front of their eyes. The UK activity started 27th October and continues until 31st October.
The Australian element of the campaign will feature a single augmented reality DOOH execution on a JCDecaux Innovate screen situated in Melbourne’s Southern Cross Station. Again, the creative will feature the mutant horde, but this time members of the public will think they are looking through a window and witnessing the mutant mob overrun the station. That activity will run from 30th October through to 3rd November, coinciding with the popular gaming Penny Arcade Expo (PAX) at the Melbourne Convention Centre.
Speaking about the global campaign, Dan Dawson, Creative Technology Director of Grand Visual, said:

What this campaign demonstrates is that the proliferation of interactive screens offers brands and agencies an international canvas for creating engaging digital out-of-home campaigns. This campaign has made full use of Grand Visual’s global teams, our knowledge of the worldwide DOOH landscape, and our experience in interactivity and augmented reality. The result is multiple immersive activations, born from a single concept, that will be experienced by people on three continents simultaneously.

Halo 4 'Capture the Poster' outdoor campaign

For the launch of Halo 4, Microsoft Australia created an interactive campaign ‘Capture the Poster’ which encouraged the Xbox online community and Halo fan base to participate in a real-world scavenger hunt.  Many of the posters used in the OOH campaign are rare, signed Halo 4 artwork. Snap a photo of one of them in either Sydney or Melbourne, using Tapit or QR, and if you’re the first, the poster will be mailed to you as a prize.
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Via: Campaign brief