Microsoft launched the UK’s biggest ever interactive digital OOH campaign (DOOH), allowing consumers to configure their personal Windows Phone Start screens through interactive touch screens. The personalised screens formed the creative for Microsoft’s national broadcast campaign.
Interactive screens placed in shopping malls across the UK included participants’ photos and first names, completely personalising the consumer experience and the overall campaign.
The wider campaign delivered DOOH advertising nationally including at malls and on D6s and Transvision screens at rail stations. An image of the ads in-situ was also placed on the Windows Phone UK Facebook page and participants were encouraged to tag and share their OOH ad socially.
Diane Perlman, Marketing Communications Lead, Windows Phone UK, says, “This idea had the wow factor right from the start and I’m thrilled to see it coming to life in cinemas and shopping centres across the UK. With this innovation, we are enabling consumers to get involved in our campaign, become ‘famous’ and see first-hand how Windows Phone is unique to each one of us. The result is slick, easy to use and fun to interact with, just like Windows Phone.”
The campaign was planned and booked by UM and Rapport. Production, tech build and delivery by Grand Visual.