Project Profile: Windows 8 Launch In UK
November 6, 2012 by Dave Haynes
Most of the digital stuff I have seen in shopping malls has been pretty underwhelming – analog poster stuff turned digital. There’s a much larger opportunity to really use the space and foot traffic of malls, and blend different mediums to do something with impact. A recent Microsoft campaign is a good example of the sorts of things that can be done.
To launch Windows 8 in the UK, Microsoft’s marketers used social mobile agency Jam, experiential and events specialist Slice and Digital OOH network provider RAM Vision to create a fun domination campaign at the Bluewater Shopping Centre on the southeast outskirts of greater London.
The event ran last weekend and layered in large format print, digital, social and experiential at what is one of the busier malls in Europe. The aim was to reinforce the idea that Windows 8 is fast and fun, using a giant slide built for a main stairwell. Photos of people going for a slide were pushed via mobile into Facebook & Twitter and shown on RAM Vision’s 21 sq metre indoor LED screen.
Adrian Hopper, media operations director at RAM Vision: “The product promotion highlights the important role that digital out of home plays in product launches, promotional and experiential campaigns and advertising. This is a great combination of the impact of the two disciplines and is a brilliant example of usage of the screen at Bluewater, one of the biggest iconic displays in UK shopping centres.”