Windows 8: It's so great that surprises you to the fullest

Phuong Tran Hung and Cuong Tran

Campaign details

Brand owner: Microsoft
Agency: Climax Interactive
Brand: Windows 8
Country: Vietnam
Channels used: Branded content, Events and experiential, Games and competitions, Internet – display, Internet – microsites, widgets, Mobile and apps, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Social media, Word of mouth and viral
Media budget: Up to 500k

Executive summary

Problem

Windows has been long perceived as a common, reliable and productive operating system to use at work and at home in Vietnam's PC market, but things have started to change. Based on an internal study on famous hi-tech gurus and consumers in Vietnam, Windows is not considered innovative, stylish or dynamic any more.