Product launches are a dime a dozen in the technology industry, but truly great moments only come around once in a blue moon. On the 29th of July 2015, one such a historic moment occurred when Microsoft South Africa hosted a celebratory event at Mary Fitzgerald Square in Johannesburg CBD in partnership with Intel, Dell and HP.
The purpose of this event was to launch Windows 10, which was not only the latest and greatest operating system from the company, but a watershed moment for the technology sector as the first software platform to be utilised across device ranges from smartphones and tablets through to gaming consoles, virtual headsets, IOT gadgets, laptops and desktop PCs.
The event was aligned with Microsoft’s global launch, with the main objective being to celebrate this defining moment in technological history together with fans worldwide experiencing Windows 10 for the first time. FleishmanHillard submitted a creative and strategically focused proposal that leveraged its ability to deliver a multi-pronged, 360 degree activation. This helped ensure that South Africa was one of only 13 countries chosen to activate Microsoft’s Windows 10 launch in the form of localised fan celebrations.
Empowered to do great things together
To pull off this monumental launch in a matter of weeks would take a tremendous amount of preparation, work, dedication, and team work. FleishmanHillard channeled Windows 10’s ability to enable people to do more in less time.
Here’s how we pulled it off:
- The Brand Marketing Experts – orchestrating greatness
Once the idea was conceptualised, an integrated content-based solution tailored for traditional and social media activation was developed by our brand marketing experts to drive a full turnkey solution for Microsoft.
The event comprised of two parts; a day function where children from primary schools around Gauteng were able to experience the coolest functionality that the software had to offer including using Skype Translator to make video calls to their French-speaking counterparts at the Microsoft Offices in Morocco. This was followed by an event targeting a business and partner centric audience, as well as key media and influencers.
- ContentWorks – Tailoring content for a range of audiences
Crucial to the success of the event was developing relevant and authentic content that could be shared across multiple platforms for various audiences. Our main aim was to capture iconic images of fans experiencing Windows 10 and falling in love (again) with the brand and product it had to offer. This was done in conjunction with capturing and showcasing exciting Microsoft brand moments using top-quality B-Roll footage, phenomenal imagery, and the creative collaboration between photographers, writers, videographers, as well as social media experts.
- ContentWorks Social Team – Let the good online conversations roll
Controlling the flow of information online, the social team leveraged the media that was produced to connect with the mobile generation, drive conversation, engagement and entice excitement for Windows 10 within and beyond Microsoft social media communities.
- The media – from fourth estate to 12th man
Over 50 members of the media was in attendance, delivering significant coverage in key outlets and platforms across the continent.
Through exceptional teamwork we were able to create awareness and excitement around the launch of Windows 10 and support Microsoft with their goal of driving consumers to upgrade to the latest operating system.
“I would like to thank for from my bottom of my heart for the great partnering and execution you have presented. The event was extremely successful and indicated the strong quality of your company,” says Nir Tenzer, Marketing and Operations Director at Microsoft SA.
Written by Kelli Knutsen
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