Microsoft Everyday Celebs Challenge Solution Results Microsoft needed to launch their latest Windows Phone into the potentially lucrative, but highly competitive pre-Christmas market. Windows Phone is a unique, personal device – designed to reflect the unique personalities of everyone who owns it. Our challenge was to use media that communicated this in as ‘real’ a way as possible. Solution We developed a pioneering Digital OOH (DOOH) strategy that combined Interactive, Broadcast and Social - making ‘Everyday Celebrities’ out of the British public. The interactive technology deployed allowed us to showcase many of the uniquely personal Windows Phone experiences – allowing consumers to select their home-screen colour and lifestyle preferences, while adding their own name and photo. This user generated content was then broadcast in real-time to DOOH screens across the UK. Results The participation-led DOOH strategy achieved 15,490 interactions (+210% above target) and received 2,266 subscriptions to become stars of the broadcast campaign. The activity enhanced brand perception of Windows Phone with a +21% rise around core brand statements – including ‘love’ and ‘innovation’. Between the campaign launch and Christmas – during which time the OOH was the core media – Windows Phone sales rose 143% above target.