Windows8: Microsoft Branded Train

Minyung Shin

This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems.

Windows8: Microsoft Branded Train

Minyung Shin

Campaign details

Brand owner: MicrosoftAgency: UM KoreaBrand: Windows 8Country: Korea

Executive summary

This case study describes how, in 2013, Microsoft launched Windows 8 (Win8) in an attempt to stem the flow of users that were migrating to other mobile devices and operating systems (OS). The primary objective for Microsoft was to capture the hearts and minds of Generation Z, the increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device. Taking an immersive-experience approach and maximising reach...

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