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What a difference a year makes.
At Cannes Lions last year, we started an exciting journey designed to address a challenging brief; can a team of the best creatives and technologists co-create a series of new and truly unique ad experiences using Microsoft technology? The short answer is yes. We developed a number of engaging concepts and in February, four living, breathing Windows 8 in-app ad experiences went live.
The journey of bringing new formats to market was so rewarding – and well-received – that today I’m excited to share a new wave of prototypes developed with some of the world’s best media and creative agencies – BMB, Razorfish, Rooster Worldwide, UM, and VML – and five iconic brands – All Saints clothing, Mercedes-Benz USA, Vans Shoes, MasterCard and Dell. These concepts leverage the full strength of Microsoft’s platforms on a global scale. Here’s a first look at the prototypes:
Brand: All Saints
This prototype created by BMB fuses the hip and edgy brand identity of All Saints clothing with the beautiful aesthetics of a traditional fashion shoot or TV spot. Within the Windows 8 app, the user is presented with a range of different perspectives on a decadent, Byzantine banqueting scene. On clicking, a full screen window opens up with 180 degree scrolling screen that reveals all of the bohemian guests – including artists and musicians – modelling items from the latest All Saints clothing range. The scene juxtaposes elegant photography in the foreground with a dark, lush background, oozing chic and style. For added cool, the sound effects follow the scrolling screen, moving from the left earphone to the right and vice-versa inline with the ad’s motion. ‘Hot spots’ – represented by All Saints’ skull logo – encourage deeper exploration and a path to purchase.
Brand: Mercedes-Benz USA
Publisher: Top Gear
Mercedes-Benz USA was looking for a creative way to bridge the gap between the January announcement of the Mercedes CLA, a new model targeting a younger demographic, and the vehicle going on sale in September. To reach this audience, Mercedes engaged with director and social star Casey Neistat to create a series of films and a TV spot, which will air in the fall. To keep the CLA top of mind, we worked with Razorfish to create an engaging experience that takes advantage of how Casey is documenting his creative process using social platforms. This new execution seamlessly aggregates and arranges real-time content from multiple social channels (Instagram, Facebook and YouTube) to create an interactive, immersive and shareable narrative to keep consumers interested and engaged until the model is available in the fall.
Agency: Rooster Worldwide
Brand: Vans Shoes
Vans is a brand known for youthful and creative self-expression. Working with Vans and Rooster Worldwide, we built a concept campaign on Skype that takes advantage of Skype’s unique ability to connect people in rich ways. The concept would give two Skype callers the ability to simultaneously design a Vans-branded skateboard park while they’re on a Skype video call together. As a reward, the Skype callers are taken on a video ride of their park with a Vans Pro skater. The park also becomes a landing page for Vans to merchandise its latest shoes and show video recaps of Vans Pros in action. Skype users could then share the Vans content and videos with their friends.
Publisher: Bing Travel
The MasterCard Priceless Cities campaign allows cardholders to access curated dining, entertainment, travel and sport experiences. By collaborating with MasterCard and UM, we developed a Windows 8 in app solution designed to encourage consumers to tap into the Priceless website using their mobile devices. The unique experience leverages contextual data to ensure the Priceless offers are relevant and based on location, user input and the content within the app. Through the multi-touch ad unit, users can choose their customized Priceless Cities experience – before a full screen takeover allows for further exploration into their personal offers.
Publisher: Bing Sports
Dell wanted to bring to life the many ways its supercomputers, storage technology and data management power the world around us. The company’s partnership with the Caterham Formula 1 racing team provides a compelling angle to tell Dell’s innovation story. Through this ad experience, consumers can virtually enter a 3D control room for the Caterham team. In the 360-degree control room, consumers can explore via touch, mouse or rotating their tablet and see how data effects the performance of the race car. Gameplay enhances the experience as users can adjust the race car’s ride height, rear wing angle and tire pressure, then test run the race track and share their results via their social networks.
So that’s a peek at what’s upcoming from Microsoft. The next step is to work closely with our partners to bring a selection of these prototype experiences into beta and then convert them into scalable ad products for all of you.
With that in mind, I’m pleased to say that today we announcing that the Ad Pano - a new ad format born from our co-ideation team – is now available to all advertisers who use the Microsoft Advertising ad SDK for Windows 8. My colleague Jenn Creegan has more on this here.
Stephen Kim, VP Global Accounts and Agencies & Yarn
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