Windows Phone: Don't Fight. Switch

This case study describes an advertising strategy in the US, UK and other markets by Windows Phone, the challenger smartphone brand, which sought to persuade consumers to switch by emphasising technology.

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...

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