540 REASONS

Title540 REASONS
ClientMICROSOFT LUMIA
Product / ServiceLUMIA 540 MOBILE PHONE
CategoryB08. Digital Design
EntrantHAVAS WORLDWIDE INDIA Gurgaon, INDIA
Entrant Company HAVAS WORLDWIDE INDIA Gurgaon, INDIA
Advertising Agency HAVAS WORLDWIDE INDIA Gurgaon, INDIA

Brief Explanation

It was a new device launch “Lumia 540” for Microsoft Mobile Services The single line brief from the client was to drive leads for their new device Lumia 540, onto their Ecomm partner site. The success of the campaign was to be judged by the number of leads and the social buzz volume created by the campaign. This surely meant the communication had to be relevant, intelligent, quirky, fun yet subtle.

The Brief

Microsoft Mobile Services, part of Microsoft India, was coming out with its latest offering Lumia 540 The communication was aimed at “The People of Action” tech-driven metropolitan guy, 22-24 years old, first time jobber, value driven. Ardent smartphone user, looking at getting more from it. The core brand differentiator, the Signature Microsoft services (MSOffice, One Drive, One note, Skype, Xbox) along with the product KSPs (5 inch HD screen, snapdragon processor, wide angle camera etc) had to be played upon to make it the most desirable buy in “below 10k” category.

Results

Surpassing all expected results, the campaign delivered 182% of the targets with 74,000 leads to the Ecom portal in the 6 week campaign duration Social Buzz ( actual conversations generated on the web) were 1.6 lakhs. Twitter gave a reach of 6.5 lakhs with 17k tweets on the hashtag #540Reasons. Facebook gave a reach of 51 mn impressions, 2.5 mn likes and 6.7k shares Surely, a unique creative approach with bang-on communication strategy and excellent social execution could bring these smiles to the brand managers. The Code was cracked. We surely gave plentiful people their reasons to buy the Lumia 540, were you able to find yours??

How the final design was conceived

Consumers purchase goods/services for a variety of individual reasons and as marketers, we must be aware of it while selling the product. Our approach for the campaign was to work backwards up. Look at the end result we wanted to achieve and craft the approach towards it. How would we make people buy? How do we make people interested in your product?? Simple. By helping them rationalize their purchase and creating a drool value. By giving them everyday, their “Reason to Own a Lumia 540. How long can you resist us then? But this also required them to be noticing us first !! How do we do that? Simple again. By designing a unique look and feel for the campaign. − While romancing the phone is the CORE, we used iconic vibrant device colours (orange/cyan/white) to create a unique campaign visual identity. − Topped with illustrations, which highlight the KSP of the day further, this creative approach definitely broke ice with the consumers; responses show.

Indication of how successful the outcome was in the market

Surpassing all expected results, the campaign delivered 182% of the targets with 74,000 leads to the Ecom portal in the 6 week campaign duration Social Buzz (actual conversations generated on the web) were 1.6 lakhs. Twitter gave a reach of 6.5 lakhs with 17k tweets on the hashtag #540Reasons. Facebook gave a reach of 51 mn impressions, 2.5 mn likes and 6.7k shares Surely, a unique creative approach with bang-on communication strategy and excellent social execution could bring these smiles to the brand managers. The Code was cracked. We surely gave plentiful people their reasons to buy the Lumia 540, were you able to find yours??

Credits

Name Company Position
Nima Namchu Havas Worldwide Chief Creative Officer
Tirtha Ghosh Havas Worldwide Executive Creative Director
Sarah Coles Havas Worldwide Senior Creative Director
Gaurav Agarwala Havas Worldwide Copywriter
Pratibha Kukreja Havas Worldwide Junior Art Director
Nakul Sharma Havas Worldwide Executive Creative Director
Punita Lakhani Havas Worldwide Strategic Planner
Abhinav Ghajbhiye Havas Worldwide Senior Account Executive
Ila Negi Havas Worldwide Account Manager
Deepak Purchanda Havas Worldwide Account Director