The Brief
With seven key markets across EMEA all taking an ad hoc approach to Windows Mobile promotions, Euro RSCG KLP was briefed to develop promotional guidelines that could be scaled up for worldwide distribution.
The Solution
A centralised online solution was proposed as an alternative to printed guidelines.
The website allowed product managers in each market to view all the available promotional collateral that was being produced out of head office in London, with case studies, implementation guidelines and advice on how to sell the promotion into their own retailers.
A promotional calendar enabled them to map their own promotions for the year, which was also visible to head office.
A 3D in-store flythrough was created to showcase a variety of POS components and inspire managers, with a 3D electrical store created to demonstrate how the Windows Mobile branding can be implemented in new and original ways.
The flythrough was designed to depict a customer's journey through a retail store environment. At appropriate points, they see the Microsoft brand delivered in the right context.
The online version allowed Microsoft to enhance the content, making use of video and 3D technology to engage and educate at the same time. Moving the planner online meant to was always current, with a CMS making it quick and easy to update.
Rather than shipping bulky paper based planners to each market, email communication was used to launch the site and facilitate ongoing communication between product managers and head office.
My Involvement
Brainstorming the original idea with the account team and managing the project from start to finish. Constant support was required post launch as the flythrough was updated and new initiatives were added to the site.
Responsibilities included:
- Project planning and specification
- Information architecture and wireframes
- Resource planning and coordination
- Managing design and development process
- User acceptance testing
- Managing email broadcasts
