Thinking beyond the tinsel.
In a seasonal sea of retail frenzy, the Microsoft Store tapped us for a campaign that would appeal to the season's big spenders. Also key to the initiative was the integrated launch of new products like Kinect for Xbox 360 and the Windows Phone. Pens immediately met paper. Late nights became early mornings and an energetic holiday retail concept emerged — and along with it, full-scale traditional and digital advertising campaigns.
At the core of the retail experience was a concept we called modern cheer — a fusion of nostalgic holiday elements and optimistic glances toward the future. Bold new products like Kinect were presented to shoppers in a friendly environment that made the technology enjoyable and approachable.
Handmade table-top displays
When every display manufacturer laughed at our crushing holiday deadlines, we jumped in and lovingly handmade more than 150 table-top displays in our studio. They doubled as a stand alone elements or attachments to existing display kiosks, complimenting the technical qualities of Microsoft's products.
In-store signage was designed to lead shoppers through the retail experience, offering gift ideas and sharing product stories in a friendly way that eschewed overcomplicated technojargon.
Our seasonal collection of in-store collateral helped shoppers find the perfect gift. From targeted gift guides to sale promos to gift cards, each piece helped lead the customer through the shopping experience so no opportunity would be missed.
The social strategy for the Microsoft Store presented itself as a segmented gift guide that mirrored the tone of the in-store experience. Knowing that men, women and families are often vastly different in their hardware and software needs, we separated out product bundles into bite-sized, audience-specific content.
Especially during the holidays, shoppers love to dive into the newspaper to find the latest specials. The medium was a great place to push the launch of Kinect for Xbox 360 and the Windows Phone by telling product stories alongside killer deals.
Keying off the in-store collateral gift guides and holiday bundles, we created a direct mail campaign to pull traffic into retail doors, as well as towards their online store.