2013 | Finalist | Best Use of Branded Content on Screen
Advertiser: Microsoft Brand: Microsoft Windows Creative Agency: Interplay (Part of IPG Mediabrands) Credits: Universal McCann — Jane Chong (Associate Director), Alex Yeo (Senior Media Planner), Rahayu Rashid (Chief Producer), Pollyanna George (Project Leader), Ridzwan Ibrahim (Senior Content), Neeraj Gulati (Executive Director), Abhishek Bhattacharjee (Associate Director), Cecillia Wong (Implementation Buyer) / Microsoft (Malaysia) — Geraldine Wong (Centralized Marketing Organization Lead), Wo Ai Mee (IMC Manager), Daryl Yeap (Associate Marketing Manager)
Microsoft had always been the market leader in computing softwares, but faced increasingly competitive players. Windows 8 was launching in Malaysia and the new consumer oriented operating system from Microsoft was trying to storm Apple’s stronghold. The challenge was to ensure a big and impactful launch in a fierce market.
The main catalysts behind Apple’s popularity were Artistic Alpha trendsetters. However, Apple was beginning to be seen as a monolithic and opaque giant. We needed a campaign that showcased Alpha trendsetters creating magic with Windows 8. Media agency recommended partnering, Malaysia’s two most celebrated pop icons, Non & Nina, who were looking for inspiration, and together embark on a journey of inspiration from everyday Malaysia, with Windows8 as the enabler of exciting collaborative process.
Over 8 episodes, Noh & Nina’s adventure in search of their inspiration was broadcasted on 8TV. Windows 8 became the enabler in their journey and was seamlessly integrated. As Noh & Nina soaked in everyday Malaysia, viewers joined in their quest by sharing photos and clips to inspire their icons online. The journey culminated through with a special song and fashion line created by Noh & Nina, who found their ‘True Muse’ during the journey.
The campaign reached 10.2 million people overall and generated 1.6 million organic impressions online! There was a total of 6,349 entries received to help inspire both Noh & Nina. Windows 8 garnered 51% of total Windows OS sales in the short period.