Microsoft is joining women’s glossy Marie Claire in a five-month multi-platform campaign to promote its new range of Windows Phones.
The campaign spans web, mobile, e-newsletters and print.
In print, a series of advertorials will show key Marie Claire editors styling up their Windows Phone to suit their passions; while the mobile campaign allows consumers to transform their smartphone screen to that of a personalised Windows Phone.
Activity on www.marieclaire.co.uk includes its first page morph, for which IPC Creative – Digital worked with ClickTag. Visitors to the Fashion Channel will see the homepage fold into the background to be replaced by a Windows Phone ad.
The website will also run portrait ad units, with the three panels featuring a video of brand ambassador Holly Willoughby, a competition and information about Windows Phone.
Commenting on the campaign, Paul Davies, director of marketing communications at Microsoft Ltd, said: “Windows Phone is the most personal smartphone experience available, connecting you to the people and things that matter most. Having Marie Claire’s editors show how easily they can personalise their Windows Phone to suit their interests and lifestyle is a great idea and we’re really looking forward to the campaign kick-off. We think Marie Claire readers will love it.”
Justine Southall, Marie Claire publishing director, added: “Marie Claire readers celebrate individual style and personality, and so are the perfect audience for the new Windows Phone. This campaign taps into the strong relationship we have with these upmarket, busy women, and will both grab their attention and capture their imagination.”
Marie Claire’s campaign for Windows Phone runs from December 2012 to April 2013. Universal McCann planned and bought the campaign.
www.windowsphone.co.uk