Microsoft spends big on Windows 7

Singapore - Microsoft has today unveiled its biggest marketing push of the year in Singapore, an extensive multi-faceted campaign for its new product Windows 7 as part of the global launch.

Mircosoft's campaign involves a series of elements, including events arranged by its local retail and distribution partners. Challenger Funan ran a Midnight Madness event last night offering the product for just $77 for selected members.

Haresh Khoobchandani, senior director of the business and marketing organization at Microsoft Singapore, said the push is not a one-day launch but an ongoing one that is focused on driving the experience of using Windows 7. The central theme is to make computing faster and easier.

"It's about ensuring people test and experience the product. It's an ongoing journey, it's not a one-day launch," he said.

It includes a competition for school children to create art work on Microsoft Paint, to commemorate the launch of Windows 7, which will be displayed at the NTUC building at One Marina Building. Seniors will also be utilized in tandem with Microsoft employees, with Windows 7 used to teach them line dancing moves, capture videos and replay steps on Windows Media Player.

Khoobchandani said the campaign also includes street demonstrations in Orchard Road and Raffles Place, along with a fast car convoy decked out in the Windows 7 logo. Another facet is the local website yourpcsimplified.com, with employs a heavy user of social media and user-generated content.

T-shirts will also be given away to each seventh tweet received on Windows 7, and Microsoft Singapore's Facebook page will also be part of the campaign.

"A big chunk is the online execution," Khoobchandani said.

Local radio has also been employed, along with the global ATL campaign which will run for several weeks. Agencies involved in the campaign in Singapore include Edelman, MRM and Brandtology.

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