Microsoft – Windows 10 UK Launch Campaign

How do we drive trial and upgrade of Windows 10 in the UK?

With Starters For 10.
A Microsoft and KickStarter Partnership that embraces the ‘can do’ attitude – and places the Windows 10 product at its core.

The Proposition – What happens next is up to you…

In partnership with Kickstarter we showcase ten new, UK-based Kickstarter projects each representing a different passion-point.

By kitting out each Kickstarter with Windows 10 enabled devices, we provide them with the tools to make their dreams a reality – and a massive audience to gain pledges for their funding.

All project ventures are passionate individuals and the stars of Starters For 10.
Like Lisa Glover.

Prior to the launch, and throughout the campaign we have unlimited access to our Starters For 10 who we co-create highly sharable content with. 

This content heroes the features of Windows 10, demonstrating how the projects use the same features differently – adapting them according to purpose.

Each project is pushed out on social media using data targeting and personalisation at scale. On facebook, the most relevant project is tailored to peoples likes and interests and on YouTube pre-rolled dependent on the search history and what type of video is about to play.

With a PR-able Pop-Up we bring Starters For 10 to life. Built from an up-cycled shipping container the Starters For 10 Pop-Up acts as a living, breathing advert for Windows 10 – and what it empowers you to do.

The Pop Up
The pop-up space is divided into ten sections for each Kickstarter to use as they wish – ad / exhibition space, workshop space, demo space.

Online at Microsoft.com and Kickstarter.com
Our online hub hosts all Starters For 10 content where you can upgrade to Windows 10, watch video diaries, see live social media feeds, and take part in Skype Q&As with inspirational entrepreneurs.

Each project video demonstrates how the Starters For 10 use Windows 10 features – such as Cortana, Spartan, Bing, apps and Lumia devices.

Plus we create our own ads on Kickstarter.com to drive to our Starters For 10 content

Role: Art Director

Agency: Momentum Worldwide

Copywriter: Roz Waud

Creative Director: Paul Gascoigne

Designer: Jake Townshend