Creative Execution

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 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. 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 consumers; responses show.

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??

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. 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.