Microsoft today launches the Windows Phone 7, taking on the smartphone market with nine new Windows Phone 7 handsets available from more than 60 leading mobile operators in over 30 countries in Europe, North America and Asia Pacific. The advertising campaign focuses on reducing the amount of “heads-down” time on phones, challenging the addiction we have to our phones and our loss of connection with what’s happening around us. Commercials and print ads have been designed to poke fun at the awkward moments our addiction to our phones can create. Two TV ads, “Season of the Witch”, using the 1966 Donovan track, and “Really”, start the ball rolling. The campaign on Facebook invites users to record and share their own “Really” moments and to experience what their Windows phone might look like with personalized demos.
Click on the image below to play the Season of the Witch video in YouTube (HD)
Click on the image below to play the Really video in YouTube (HD)
Todd Peters, corporate vice president of Microsoft’s Mobile Communications Marketing Group, explains the thinking behind the campaign.
“The smartphone marketplace is cluttered, so it was critical that we tie the campaign to what we think of as the unique value proposition of Windows Phone 7. Secondly, the campaign had to break through the clutter and be different from any kind of advertising in the smartphone category. Finally, it had to connect with people on an emotional level. With that in mind, the campaign is built on a consumer insight that we believe will really resonate with people: as a society we’re spending more time heads-down with our phones than we are interacting with the people we’re sitting right in front of. When people see the ads for the first time, it’s amazing how much self-recognition there is — that sense of “I have totally done that.” One of the core principles that guided us was that we wanted to start a conversation about how we could all benefit from a change in behavior and a different kind of phone experience.”
Microsoft has also released a range of feature videos showing the range of devices and features, including Start, Speech and Search.
Click on the image below to play the Device Lineup video in YouTube (HD)
Click on the image below to play the Start video in YouTube (HD)
Click on the image below to play the Speech video in YouTube (HD)
Click on the image below to play the Search video in YouTube (HD)
The Windows Phone 7 campaign was developed at Crispin Porter & Bogusky.
Filming was shot by Stacy Wall via Imperial Woodpecker.
Editing was done at Cut & Run.