Windows 8: Global Launch Campaign

This case describes the media optimisation research behind the global launch campaign of Windows 8, the latest iteration of operating system from Microsoft, the technology and software company.

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...

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