Microsoft ropes in MediaCorp stars to lure locals

Microsoft has taken to branded content to publicise the launch of Windows 8 to Singaporean customers.The web drama titled "Of Love and Hidden Charms" stars MediaCorp artistes Nat Ho, Rebecca Lim and Romeo Tan and runs primarily on XinMSN.It also partnered with Crescent Girls' School in Singapore, to deploy Windows 8 in the classrooms. As part of this project, a suite of Windows 8 apps on a mobile was used to enhance personalised learning and content creation amongst students.The school has worked closely with various local app developers to design and customise the Windows 8 apps in a way that best fits the schools' needs.Locally, a marketing campaign has also launched which spans TV, print, digital, OOH and mobile mediums to amplify Windows 8 campaign's key strategic theme of "Feel, Play, Commit and Share".The Asian TV ads, part of a global campaign, were a combined effort of JWT Beijing and JWT Brazil, along with Crispin,Porter and Bogusky in the U.S., and Wunderman.UM Singapore was the media agency for the campaign while Yolk was the AOR for social media and digital outreach activities. IN.FOM is the PR agency handling the campaign.The TVC positions the flagship operating system of Microsoft as a tool of self-expression by leveraging music and visuals that connect with the culture of the various markets.It highlights a variety of indie and up-and-coming bands across the Asia, such as Scandal from Japan, Sona Mohapatra from India, and Lenka from New Zealand.