WINDOWS
Advertising campaign #Imdoing for Windows 10
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ABOUT THE PROJECT

The long-awaited Windows 10 came out in July 2015. In order to promote the new operating system, Microsoft launched the big «Do Great Things» advertising campaign about people who take action.

The Russian office of Microsoft contracted us to localize and launch a similar campaign promoting the new Windows in Russia.

We proposed to organize a competition in social networks and to tell real stories of people who make the world better every day — with Windows.

Tasks

  • Видеоролики
    #video

    To film 6 videos based on the participants’ stories

  • Конкурс
    #COMPETITION

    To collect participants’ posts from social networks Facebook, Instagram, Vkontakte using the hashtag #Imdoing

  • Сайт
    #WEBSITE

    To create a promo website for the advertising campaign and the «I’m doing» comp

  • And so we began to solve three problems simultaneously.

And so we began to solve three problems simultaneously.

SEARCHING
FOR THE IDEAL CHARACTERS

To find characters for the first four movies, we studied the target audience of the campaign and identified the most attractive character types: creative figures, extreme athletes, students and gamers.

They are:

Anton Gusev
Young scientist from the Institute of Electrophysics, Ural Branch of the RAS, Yekaterinburg
Dmitriy Belenets
Industrial climber, Moscow
Konstantin Rakhmanov
Organizer of the «Stenograffia» festival, Yekaterinburg
Dmitriy Bakanovich
Head of the «Geek-TV» portal, Moscow
We worked out their stories together,then went on to writing screen stories and preparing the storyboard clips.

SHOOTING

Together with our characters we spent extraordinary shooting days in Moscow and our home city of Yekaterinburg.

Then we took the content and assembled it in four cool videos.

The final video
with all participants

ABOUT THE COMPETITION

In the meantime we also worked on the competition. The terms were that participants had to post their stories — what they do and how they use Windows 10 — on social networks (Facebook, Vkontakte, Instagram) using the hashtag #Imdoing.

To find these posts we used a service we previously developed to collect datafrom social networks by a given hashtag. We can set this service up for any website in one or two days. By the way, we made a video about how the service works and what it is needed for.

WEBSITE

Meanwhile, we created the website where we placed the terms of the competition, the video instructions for participants and the inspiring movies of our characters.

The website has simple, clean design that does not distract viewers from the main message — the stories of the participants.

Read stories

AND...THE WINNERS!

The contest results were announced on December 23th. The winner was Alena Gililova
from St. Petersburg and 2 other participants, Ilya Babin and Nikita Vereshchagin, won tablets.

Ilya Babin,
Yekaterinburg
#Imdoing
Music community
for students
Alena Gililova,
St. Petersburg
#Imdoing more accessible
organic food
large city dwellers
Nikita Vereshchagin,
Orenburg
#Imdoing
a news portal
about Chinese IT market

After the contest, the results were announced by the jury from Microsoft and
we filmed an advertising video with the winner, Alena Gililova,
who supplies organic food from local farmers to a supermarket chain in St. Petersburg.

Video with the winner

SUMMARIZING

The campaign #Imdoing in support of Windows 10 in Russia was a success!
We collected dozens of stories about people who act
and got great results:

 
VIEWS
ON YOUTUBE
 
VISITORS ON THE WEBSITE
OF THE COMPETITION
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Client testimonial

Guys from JetStyle quickly found a solution to a complex task; we didn't want to just copy an overseas company, we wanted complete localization, arousing interest in the Russian audience so that everyone sees how we can change the world for the better with Windows.

The entire project was delivered just as planned, we launched the website and the competition on time, all the videos were produced strictly on schedule and the promotion was executed properly as well.

KSENIA KOSHKINA
KSENIA KOSHKINA
Windows Consumer Marketing Lead at Microsoft

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