Microsoft launches massive digital outdoor ad campaign for Windows Phone 8 in UK


Microsoft is launching a large outdoor ad campaign in the U.K. today.

It's no secret Microsoft is working hard to promote its new products – Windows 8, Windows Phone 8 and Surface – and one of the routes the company is taking to do that includes outdoor advertising.

Windows Phone 8 specifically will be getting a large marketing push in the UK, with shopping malls across the nation featuring 'digital outdoor sites' that people can interact with to see what a personalized start screen would look like. According to the UK advertising trade magazine Campaign, these start screens will then be featured on billboards as part of a nationwide ad campaign.

Beginning today, attendees of 24 mall and cinema locations will be able to visit the digital outdoor sites and have their first names and photographs featured on personalized start screens. Those start screens will then be used in a national outdoor advertising campaign that will be featured in major locations such as Birmingham New Street, Manchester Hacienda and Westfield London.

The campaign is expected to last two weeks, and new personalized start screen designs will be rotated every 30 minutes. A representative from Grand Visual, the company that came up with the campaign, called it the "biggest ever" interactive digital outdoor campaign.

Microsoft's been involved in several unique marketing campaigns following the launches of Windows 8 and Windows Phone 8, including sponsoring Hollywood parties and holding a large Windows 8 launch event in Time Square. It's been estimated Microsoft is spending more than $1.5 billion to market Windows 8; the amount the company is spending to market Windows Phone 8 is unknown.

It's estimated Microsoft spent $400 million on the marketing campaign for Windows Phone 7 two years ago.

Source: Campaign | Image via Campaign

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12 Comments

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I would get a Windows Phone 8 (Nokia Lumia) but it's EE exclusive at the moment, no thanks.

I would get a Windows Phone 8 but the fact it is exclusive to one carrier means it's hard to try it in other stores (no EE stores near me). Can't demo the OS, no thanks.

I would get a Windows Phone 8 but the lack of apps I use in Android puts me off, no thanks.

I would get a Windows Phone 8, however apps that are free on Android are paid for in Windows Marketplace. No thanks.

I would get a Windows Phone 8 but as I have invested in apps for Android, I don't want to have to pay again to get them in Windows Phone (admittedly not MS fault). No thanks.

I would get Windows 8 but I haven't had a chance to see it in any stores yet, plus the screenshots I've seen scare me, no thanks.

Mr Spoon said,
snip

The app prices thing really makes WP undesirableable, e.g. Angry Birds star wars is free if I wanted it on Android but I'd have to pay $0.99 for it on WP, I have 56 apps installed at the moment so if I had to pay for a lot more of them = not good

thealexweb said,

The app prices thing really makes WP undesirableable, e.g. Angry Birds star wars is free if I wanted it on Android but I'd have to pay $0.99 for it on WP, I have 56 apps installed at the moment so if I had to pay for a lot more of them = not good

Considering a phone costs anywhere between $500 and $2000 over a contract period $0.99 is somewhat insignificant.

Also to note is that many cheap WP8 phones perform much better than Android phones that are $100 or more expensive, therefore if you look at the whole cost to own the product it may well be cheaper to buy a Windows Phone and buy a few apps that might be free on Android. If you are using a high end phone then $0.99 is like having to buy more expensive oil for a Lamborghini than an Ford Ka.

lt8480 said,

snip

Why on earth are you paying $2000? I bought my phone sim-free for £350 and I'm on Giffgaff, truly unlimited data and texts and 250 mins for £12 a month, so over two years that comes out at £638 or $1025.

Going for a low-end Windows Phones are going to use WP7.8 for the foreseeable future because WP8 is far too demanding and going for mid-end WP device to save money is a bad move because to cut costs hardware features like notification lights, newer forms of bluetooth, etc end up being cut out.

thealexweb said,

The app prices thing really makes WP undesirableable, e.g. Angry Birds star wars is free if I wanted it on Android but I'd have to pay $0.99 for it on WP, I have 56 apps installed at the moment so if I had to pay for a lot more of them = not good

The Star Wars version is a bit of an anomaly though isn't it. Its the only one without a premium version on Android, unless you count the HD version. Other than Star Wars, which as I said is an anomaly, Angry Birds is ad supported on Android. It isn't free.

The rest of the angry birds are the same price on both platforms give or take 10 pence. Though that being said, app prices are down to the developer, not the platform.

TCLN Ryster said,

The Star Wars version is a bit of an anomaly though isn't it. Its the only one without a premium version on Android, unless you count the HD version. Other than Star Wars, which as I said is an anomaly, Angry Birds is ad supported on Android. It isn't free.

The rest of the angry birds are the same price on both platforms give or take 10 pence. Though that being said, app prices are down to the developer, not the platform.

Look at Cut the Rope, free on Android and £0.79 on WP, Plants vs Zombies £0.71 on Android £3.99 on WP. Gaming being more expensive isn't the anomaly, it''s the norm. WP developers charge more for whatever reason and its not right.

thealexweb said,

Look at Cut the Rope, free on Android and £0.79 on WP, Plants vs Zombies £0.71 on Android £3.99 on WP. Gaming being more expensive isn't the anomaly, it''s the norm. WP developers charge more for whatever reason and its not right.

Just noticed Doodlejump as well £0.62 on Android, £2.29 on WP.

Agree with +TCLN Ryster but also like to point out is stop with the EE exclusive its only hurting sales of the Nokia Lumia 920...

Great, but why just 2 weeks? Not sustaining the advertising is one of the reasons WP7 didn't gain traction... the ads just didn't last for very long and people forgot about it. I'm sure Microsoft could afford to rent these advertising screens for longer than 2 weeks.

TCLN Ryster said,
Great, but why just 2 weeks? Not sustaining the advertising is one of the reasons WP7 didn't gain traction... the ads just didn't last for very long and people forgot about it. I'm sure Microsoft could afford to rent these advertising screens for longer than 2 weeks.

Agreed - I'm sure the owners would be happy to cut them a deal if it means a stable client willing to pay for the long term.