Case Study - Consumer Electronics

 

Bespoke Tablet Wrap

Microsoft

MARKET

France

 

CAMPAIGN STRATEGY

To promote the launch of Windows 8, Microsoft collaborated with Metro, taking advantage of their reach to spread awareness of the campaign. Metro created a bespoke wrap, which resembled an ASUS tablet. distributed 50,000 copies around Paris from branded racks in key areas of the city. The paper itself further promoted the launch, with a national front page banner, half page and three 1/8 pages throughout the edition.

 

175,000 post-it notes were also attached to the front page banner in major cities throughout the country. In addition to the in-paper activity, the www.metrofrance.com homepage and both the tablet and phone editions were Microsoft branded. Editorial content appeared in-paper and online to supplement the activity.