Microsoft Marketing Protege 2011 - Grand Final, Sydney/Australia | 3rd Place Product: Windows Phone 7 Brief: "Provide recommendations on how to market Windows Phone 7 to make it the number one phone choice for the Australian tertiary student audience!" Note: The presentation of the "creative strategy / execution" was designed to get by without many keynote slides, rather focusing on storytelling techniques + minimal usage of presentation boards, than creating potential distractions by the usage of colourful slides.

1. MICROSOFT MARKETING PROTÉGÉ 2011:
WINDOWS PHONE 7
The Grand Final - 24/06/2011, Sydney

2. THE BRIEF
"Provide recommendations on how to market
Windows Phone 7 to make it the number one phone
choice for the Australian tertiary student audience!"
(Microsoft Marketing Protege 2011: Brief)

3. RESEARCH METHODOLOGY

4. RESEARCH METHODOLOGY
OUR APPROACH
QUANTITATIVE + QUALITATIVE
HOW? HOW?
QUANTITATIVE ONLINE RESEARCH IN-DEPTH INTERVIEWS
WHY? WHY?
GETTING A OVERALL UNDERSTANDING OF GETTING A DEEP PICTURE OF THE CONSUMER
CURRENT CONSUMER TRENDS & PERCEPTIONS
WHAT? WHAT?
STATISTICS, REPORTS, CONSUMER TESTS,... COGNITIVE, AFFECTIVE AND BEHAVORIAL INSIGHTS

5. QUANTITATIVE RESEARCH
CONSUMER BEHAVIOUR TRENDS

6. CONSUMER BEHAVIOUR
TREND I: MOBILE SHOPPING
25% 1/3
OF AUSTRALIANS DID SO MORE THAN
USED THEIR PHONE TO SHOP ONCE A WEEK eBay Research
by Pure Profile
ONLINE IN 2010 media.ebay.com.au
Sept. 2010

7. CONSUMER BEHAVIOUR
TREND II: MOBILE BANKING/FINANCE
INCREASE OF AUSTRALIANS WHO USE THEIR PHONE FOR...
+26% +42%
BANKING: PAYMENTS:
Sixth Annual Australian Mobile Phone Lifestyle Index AT LEAST ON A MONTHLY BASIS (COMPARED TO 2010)
by AIMIA
October 2010

8. CONSUMER BEHAVIOUR
TREND III: MOBILE APPLICATIONS
GAMES
TOP
APP-DOWNLOADS
5
(BY CATEGORY)
NAVIGATION
NEWS/WEATHER
SOCIAL NETWORK
PHOTOGRAPHY
Sixth Annual Australian Mobile Phone Lifestyle Index
by AIMIA SEARCH
October 2010

9. CONSUMER BEHAVIOUR
TREND IV: MOBILE vs DESKTOP/LAPTOP
EMAIL: 28% AUSTRALIAN SMARTPHONE
SOCIAL NETWORK: 24% USERS WHO ACCESS SERVICE
SEARCH ENGINE: 19%
MORE FREQUENTLY VIA
NEWS/WEATHER: 18%
MOBILE THAN VIA OTHER
DEVICE.
NAVIGATION: 15%
Telstra Smartphone Index
by The Nielsen Company
June 2010

10. CONSUMER BEHAVIOUR
BUT:
AT THE END OF A DAY, A SMARTPHONE IS A PHONE:
40%
OF AUSTRALIANS AGED 16+ STATE THE
MOBILE PHONE AS THEIR PREFERRED
METHOD TO COMMUNICATE WITH
approx.
FRIENDS & FAMILY!
Australia in the Digital Economy
Report 1: Trust and Confidence
by Australian Communications and Media Authority
2009

11. GENERATION-Y
HOW DOES YOUR MARKET THINK?

12. Meet
Jessica!

13. Consumer Profile
Meet Jessica
21 years, Australian, lives in Sydney.
Studies Bachelor of Commerce @ USYD
Who?
Smartphone user
Frequent Social Media Engagement
Technology = Life

14. Consumer Profile
Meet Jessica
Calls, Messaging & Internet What?
Recently: Navigation, Banking & Shopping
? Ad-Sceptic

15. Consumer Profile
Meet Jessica
Friends = Influence Why?
Replacement for Additional Device
? Price: #1 Demotivator When?

16. Consumer Profile
Meet Jessica
? First Provider, then Phone Other?
? Aversion to Switching
Convenience + Low Price + Inertia to Switch
? = Provider Loyalty.

17. MARKET POSITIONING

18. MARKET POSITIONING
PERCEPTION MAP
HIGH PRICE
LOW VALUE HIGH VALUE
LOW PRICE

19. SOCIAL MEDIA ACQUISITION CAMPAIGN

20. SOCIAL MEDIA ACQUISITION CAMPAIGN
RATIONALE
THE PROBLEM THE MISSION
ONLY 10% OF DRASTICALLY
RESPONDENTS WERE CREATE AWARENESS
AWARE OF THE AMONG TARGET
PRODUCT AUDIENCE

21. WHY SOCIAL MEDIA?

22. SOCIAL MEDIA ACQUISITION CAMPAIGN
WHY SOCIAL MEDIA?
THE BIGGEST INCREASE IN SOCIAL MEDIA USAGE: ENGAGEMENT W. BRANDS
of online Australians are actively interacting with companies
40%
Source: Nielsen,
March 2010
via social networking sites.
9 in 10
Australians look to fellow Internet users for opinions & info
about products, services & brands pre purchase. Source: Nielsenwire,
2010
active Facebook users within Australia, 45% of
>10 M Australia's total population. (Feb'11)
Source: Facebook.com,
2011

23. THE 'I LOVE...' CAMPAIGN

24. SOLUTION
THE 'I LOVE...' CAMPAIGN: MICROSOFT
RATIONALE HELPS THEIR
INSIGHT #2
TOP 3 BRAND
INSIGHT #1
STUDENT ENDORSERS
AUSTRALIAN FEES ARE PAY THEIR
STUDENTS EXPENSIVE: STUDENT FEES
CONSTANTLY FOR THEIR
RUN LOW ON $3000 PER ENTIRE
MONEY SEMESTER DEGREE!

25. THE 'I LOVE...' CAMPAIGN:
EXECUTION
1.
MAKE USE OF
THE COMMUNITY
TAKE A PICTURE
UPLOAD
SHARE WHAT YOU LOVE

26. THE 'I LOVE...' CAMPAIGN:
EXECUTION
2.
LAISSEZ FAIRE
PROMOTE
BECOME ONE OF
MICROSOFT'S TOP FANS!

27. THE 'I LOVE...' CAMPAIGN:
EXECUTION
3.
LA GRANDE FINALE
PARTICIPATE IN LOTTERY
LUCK DECIDES
WIN
Attention: Due to usage-restrictions, this final lottery can NOT be conducted via Facebook. Nevertheless, the announcement of 'the lucky 3' can still take
place on the platform, therefore it will not limit any participation experience.

28. THE 'I LOVE...' CAMPAIGN:
BENEFITS FOR MICROSOFT
FEEL THEIR L♥VE
FURTHER DEVELOP A PLATFORM
FOR FUTURE PROMOTIONS
EXPLOIT POWERFUL ONLINE WORD OF MOUTH
CREATE IMAGE: BE FUN, BE HIP, INTERACT WITH CUSTOMERS
ABILITY TO SPECIFICALLY ATTRACT YOUR TARGET GROUP
MINIMAL EXPENSES COMPARED TO OTHER CAMPAIGNS

29. CREATIVE STRATEGY

30. INSIGHT

31. CREATIVE STRATEGY
INSIGHT
STIMULUS GENERALISATION
"ALSO CALLED THE RUB-OFF EFFECT, OCCURS WHENEVER
A RESPONSE TO ONE STIMULUS IS ELICITED BY A SIMILAR
BUT DISTINCT STIMULUS."
(QUESTER, PETTIGREW & HAWKINS 2011, CONSUMER BEHAVIOUR, P. 281)

32. THE 'WE LOVE...' CAMPAIGN

33. THE 'WE LOVE...' CAMPAIGN
DEAR CUSTOMER,
WE LOVE THAT YOU STAY IN TOUCH WITH YOUR BEST FRIEND. WE LOVE THE WAY YOU INTERACT
WITH YOUR MATES ONLINE. WE LOVE YOUR WAY OF MEETING FRIENDS. WE LOVE THAT YOU LOVE
YOUR FAMILY. WE LOVE THAT THE AVERAGE IS SIMPLY NOT GOOD ENOUGH FOR YOU. WE LOVE
YOUR PERSONALITY, THAT YOU ARE INDIVIDUAL. WE LOVE THAT YOU WILL NEVER GET LOST AGAIN
IN A BIG CITY. WE LOVE THAT YOU LIKE TO CHECK YOUR EMAILS ON THE BUS. WE LOVE THAT YOU
ALWAYS DESIRE TO HAVE A CAMERA AT HAND. WE LOVE THAT YOU LOVE MUSIC. WE LOVE THAT
YOU'RE KEEN TO SHOP 24/7. WE LOVE THAT YOU WILL NEVER HAVE TO SET A FOOT INTO A BANK
AGAIN. WE LOVE THAT YOU LOVE TO BE ENTERTAINED. WE LOVE THAT YOU LOVE TO PLAY GAMES.
WE LOVE THE WAY YOU SHARE HAPPINESS. WE EVEN LOVE THE WAY YOU CHEAT IN YOUR EXAMS.
WE LOVE YOUR GOOD SIDES AND YOUR BAD SIDES. WE LOVE YOU! BUT MOST OF ALL...
WE LOVE...THAT YOU LOVE YOUR PHONE!
YOUR FRIENDS AT MICROSOFT

34. THANKS!
MICROSOFT MARKETING PROTÉGÉ 2011:
WINDOWS PHONE 7
GRAND FINAL: TEAM ARTOHOLICS
by
Andreas MAHRINGER
Anna TOLIC
Jaime LAIRD
David GRAEF
Spencer WHITE
June 2011