Windows 8: Global Launch Campaign

R/GA, Crispin Porter & Bogusky, JWT

Business situation and campaign objectives:

Windows 8 was the most important launch in the history of Microsoft. This critical launch occurred in a far more complex and competitive environment than we had faced with any previous Windows release. The computing category has widened substantially with the rise of tablets and mobile computing, making the launch environment particularly daunting given our focus on selling an ingredient—the operating system. Moreover, Microsoft's dependence on other companies that make our devices: Samsung, HP, Dell complicated our message, especially because device desire would ultimately drive purchase far more than the OS could do. So Windows 8 marked the introduction of a new era of no-compromise devices and no-compromise experiences across PC, tablet and introduced convertible devices to the marketplace—and a new research challenge for our team.