Microsoft

Launch of Vista, Office, Exchange in Ukraine

Targets:

• To present flagship Microsoft products (Windows Vista, 2007 Office System, Exchange 2007) to Ukrainian market
• To ensure positive perception of new products by target media (IT and business)
• To encourage consumers to use new software

Challenges:

• The most immense launch of Microsoft’s products over the last 10 years
• Most non-IT journalists were prejudiced against Vista for its high system demands and/or price
• Ukrainian-wide project with involvement of regional and non-profile media (lifestyle, social, educational)

Strategy:

• To conduct complex PR campaign on support of step-by-step launch of new products – for corporate users (December 2006), for home users (January 2007), local version (May 2007)
• To use widely third party validations of Microsoft partners for communication with media
• To use new promotion technologies – video case
• To use media not only as a communication channel, but also as the source of independent expert opinion

Tactics:

• Organization of several press events with the focus on different types of media within corporate launches :
• Launch for corporate users – the first presentation – focus on the broad audience (nationwide and regional Ukrainian media, Belarus media: social, lifestyle, business, IT)
• Launch for home users, small and middle business – focus on social and IT media
• Launch of localized versions – focus on social and educational media
• Organization of the first presentation in the form of conference for media: invitation of a VIP guest from corporation, demonstration of the new products, video case on advantages for business, seminars to increase awareness
• Organization of product tests by key media
• Organization of the press tour to Consumer Electronics Show to describe the worldwide general availability launch
• Maintenance of informational buzz in media during the whole program (topical press-releases)
• Organization of interviews and comments by the companies that already use new products

Results:

• 152 journalists have visited the events, including 4 TV crews and 8 Belarus journalists
• 167 publication in media, including 7 TV spots
• 18 product reviews in IT media
• 25 positive third party validations
• 7 top stories with focus on business value of the new products
• 6 interviews with Microsoft representatives