Title | MICROSOFT CLOUD COACH |
Brand | MICROSOFT CORPORATION (INDIA) |
Product / Service | WINDOWS SERVER 2012 |
Category | B04. Business Products & Services |
Entrant | WUNDERMAN INTERNATIONAL Gurgaon , INDIA |
Entrant Company | WUNDERMAN INTERNATIONAL Gurgaon, INDIA |
Advertising Agency | WUNDERMAN INTERNATIONAL Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Ashwani Sinha | Wunderman International | Sr. Strategic Planner |
Anshdeep Kaur | Wunderman International | Sr. Copy Writer |
Mahmood Alam | Wunderman International | Art Director |
Sumbul Khan | Wunderman International | Sr. Account Director |
Ashish Prasad | Wunderman International | Associate Creative Director |
Supreet Mahanti | Wunderman International | Creative Director |
Indrajeet Bose | Wunderman International | Creative Director |
Bhavna Kapur | Wunderman International | Team Lead |
Technologies of tomorrow need to climb the mountain of adoptability to become widespread and successful. And adoptability is an offshoot of foresight and familiarity. As a future-facing cloud-based offering, Microsoft’s Windows Server 2012 adds cloud-power to servers, making them more efficient, flexible, accessible and economical. But being a complex and physically cumbersome IT solution, its success depended on ensuring that IT professionals fully understood the nature of this offering. The objective therefore was to make IT professionals efficiently and resolutely experience the capabilities of Windows Server 2012 (KPI: 30,000 product experiences).
An enchanting brand experience would trigger conversations around Windows Server 2012 and ensure active, enthusiastic participation. But that called for showcasing a complex and physically cumbersome enterprise technology to a dissipated audience. So we customized a bus, equipped it with Windows Server 2012, remotely connected it with Microsoft’s servers at Microsoft Technical Centre and created a unique experiential private cloud immersion-on-wheels programme. We called it the Cloud Coach. Once the bus was ready, we set out an audacious road trip to give IT pros across the country a hands-on demo.
• Achieved KPI of 30,000 product experiences in just the first 3 months – over 36,000 product experiences delivered • Cloud Coach averaged a whopping 20-25 minutes per immersion – over 1000% increment over other tactics! • Over 9,000 enquiries • Reached over 900,000 IT professionals • More than 70,000 footfalls • A 500% fan-base growth on social media from a pre-campaign base of 10,400 to a current base of over 62,000 (150% organic growth) • Hundreds of mentions on the blogosphere and unpaid media • Total interactions through FB and Twitter channels: 1,000,000
Owing to the technically complex nature of the offering, traditional category-preferred selling techniques rely heavily on organizing events for IT professionals and product demos at pre-destined, un-negotiable, server-equipped locations. Such events are beset with paltry participation resulting in low RoI. The Cloud Coach efficiently increased the catchment area and ensured that every participant got a one-on-one, hands-on experience of how Windows Server 2012 could help them. The novelty of our approach created a snowball effect encouraging more IT professionals to participate. Average consumer immersions at traditional events last about 2-3 minutes, the Cloud Coach averaged a whopping 20-25 minutes.