Microsoft Windows
2021 - France
Brief
The launch of a new Windows operating system is always a major event. Microsoft's aim was to introduce the all-new Windows 11 to a wider audience than just tech fans.
Insight
Engaging customers' curiosity is a daily challenge: images and videos surround them while their attention wanes. This is where influencers are powerful. We can make them aware of a specific product or service by using their voice and image.
Solution
To introduce Windows 11 to a wider audience than just tech fans, we drew on the enormous star power of Tony Parker, France's most American athlete, and extremely popular in France since winning 4 NBA championships as well as a European championship with the French national team.
We've created video content to showcase all the key new features of Windows 11 through the eyes of a non-tech but famous user, TP. The concept of the video revolves around the similarities between Tony Parker's career and Windows over the past 20 years.
The video takes the form of a talk-show-style interview, in which a Windows expert chats with Tony about his career and experience with Windows over the years.
Two hours of shooting.
A 45-second behind-the-scenes video of the day's shooting.
A landing page to introduce the video and the main features of W11.
The challenge was to match the artistic direction of the new brand with the elements of the shoot. And of course, helping customers learn everything they need to know about the new OS.
Check it out here
Results
The campaign was a success and helped build trust and partnership with the customer for future campaigns.
Video (26 min):
45% of viewers watched beyond 6m30 (first quartile)
34% watched beyond 18min (midpoint)
Role
I was the creative director for this campaign. From the creative concept, client presentations, meetings and alignment with the agency and production team. I also supported the video shoot.
