Microsoft Windows Embedded Global Marketing Campaign
VIEW CONCEPTUAL FRAMEWORK (swf)
PROJECT BRIEF:
Primary project:
Concept and design a global marketing campaign for Windows Embedded. Develop print ads, web sites, online advertising, promotional pieces, viral elements, and other media delivery that is appropriate for this market. Research and conduct discovery exercises. Concepts should address the demographic's dislike of both advertising campaigns and the client. Deadline is 2 days.
Secondary project:
Design the branding, experience, environmental graphics, web sites, print collateral, registration packets, marketing and advertising, and programming around the Windows Embedded Conference. Tie this into any conceptual ideas from the marketing campaign. Deadline for the branding, concept to completion, in 6 languages, and how it is to be executed throughout the project, is 3 days.
Working under a 48 hour deadline and with one designer, we contracted ethnographic researchers of the Chinese Linux market to provide background. We then concepted and designed 4 campaigns across several medias and presented to the client. The choosen campaign, and marketing plan I clarified, resulted in an execution that generated millions in new work for the agency. Campaign components included the creation of developer communities, a global DIY MODing build project involoving the worlds top Linux and Microsoft developers, and targeted viral campaigns that were experiemental for specific market areas. Combined, these projects were anti-marketing in nature and addressed the negative associations developers have of Microsoft.
Example campaign execution:
"Tapestry Remoting" was pitched as a campaign "conceptual visualization" for this year's Windows Embedded Conference. This aspect of the campaign was inspired by Clive Barker's Weaveworld. I proposed that our R+D department gut a prosumer Bernina Embroidery Machine and connect it to a custom application running off a web server. When attendees come to the registration site, they have the chance to upload a graphic component from a library, or, an image from their desktop. It is uploaded to the server and transfered to a sticker-bombed (with viral marketing site URLs to be developed) Bernina which stitches the design into fabric. The process can be viewed through a web cam, but the user is given no explanation, and they see only a close-up.
The final tapestry, proposed as a large scale piece (30' x 150'), is a composite of four several additional tapestries created at registration web sites for preliminary, smaller conventions around the world. The final piece has a subtle screenprint of the "Powered by Windows XP Embedded" sticker which ships on XP devices and was part of the awareness campaign in the global marketing campaign. This is overlaid with the icons, pictures, favicons, signatures, emoticons... the personalities of the developers actualized in an open, physical environment. A visualization of the global community at a meeting point.
The "big idea" was the expression of the non-verbal goal of the marketing campaign, that "Windows Embedded is Everywhere".
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