Microsoft Windows 8 Launch

Agency: Hopscotch Groupe
Client: Microsoft
Tagged in: Corporate events, Promotional events

In October 2012, Microsoft officially launched its new operating system, Windows 8. To support this historic customer of Publc Système Hopscotch, the group’s agencies employed their expertise and synergy to set the stage for the launch in the Europe and Asia-Pacific regions.

At a time when Microsoft is releasing its first digital tablet (Surface), the arrival of Windows 8 pursued an ambitious goal: to not only reach 1.3 billion users, but also to invest more broadly in the touch screen market by enhancing Microsoft’s image among new consumer targets.

In Paris, the goal was : How would it be possible to stimulate media interest around the launch by highlighting creativity associated with Microsoft?

A 360° project:

  • To devise an experience-based launch and give from to an intangible product for the design and staging of the event by Le Public Système
  • To win a new editorial space via Hopscotch, which handles Microsoft’s media relations in France on an annual basis
  • To create a digital buzz around the launch via the group’s digital specialist agency, heaven

The response of the Public Système Hopscotch Group : A media exhibition of creative talents by Windows 8 at the Palais de Tokyo: curating of talents, artist residencies, opening, press conference, exhibition catalog and poster, media coverage, ambassador programme with digital influencers, dedicated event website with a virtual tour of the exhibition.

Opening of the exhibition:

  • 600 influencers
  • 210 journalists and bloggers
  • Live launch of the event website
  • BtB evening with 700 VIPs

Exhibition open to the general public for two weeks: 5,000 visitors

Media coverage :

  • 820 mentions with extensive coverage in the trend, lifestyle and women’s press
  • 87 interviews
  • 2,547 tweets
  • Ambassador programme with 32 bloggers from eclectic backgrounds invited to the launch; fashion, food, etc