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Access All Areas
The brief:
Drive active preference for Windows 7 amongst UK students, deliver social media engagement and strengthen Windows’ long-term digital community.
Our response:
Integrated student campaign championing the great entertainment product features of Windows 7.
The details:
Working with Neon we developed Access All Areas, a platform that offered students the opportunity to win great entertainment experiences for them and their mates.
For students, likely the most digital savvy of all audiences, we needed to create a digital campaign that would communicate on their terms.
The Access All Areas platform achieved just this and additionally created stronger foundations for Windows’ long-term digital community.
The lowdown:
Developed a Campaign Platform, Brand Identity and Social Media Assets as foundations for long-term activity.
Targeted blogger engagement to build the group at launch.
The highlights:
- All targets achieved & positive sentiment for Windows 7 increased
- Successful recruitment of student tastemakers
- Over 5,000 people signed up to the community in first 3 months
- Foundations for a long-term community in place
