"Wow" Lanzamiento Windows Vista

Situation:
Microsoft makes the most important move in its history: launching Windows Vista and Office 2007 at the same time, with extensive media coverage around the world due to its importance.

Communication Objective:
To let people know about the new product, gain a position in the market and foster early adoption of the products, by means of a synergy of local and international campaigns.

Communication Strategy:
Communication that makes the new product benefits more desirable, having Windows Vista and the product’s differential elements as the main focus.

The lauch was segmented:
At corporate level, the aim was to achieve early adoption of the product and create success cases. In the case of end-users, we emphasized the product’s aspirational value and the new functionalities.

Communication:
As there were lots of pieces of information to be communicated, a communication pyramid based on benefit teasers and in-depth web messages was developed; the web was the natural place to show the product in detail to different targets with different requirements and knowledge.

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