Windows Phone: Don't Fight. Switch
Campaign details
Agency: Crispin (CPB)Media: SMGResearch: PSB, Hall & Partners, Nielsen
Summary
Smartphone advertising is a cluttered space with both mobile operators and device brands clamoring for attention. Among device brands, Samsung and iPhone are dominant. Smartphone ownership has been largely a two-horse race: over 90% of smartphone users have either iOS or Android OS devices. Considering this market environment, Windows Phone faced an uphill battle to get noticed, much less gain market share.
From market research, we could see that both new smartphone buyers and those...