Microsoft Flagship Store Launch

The Challenge

Generate mass awareness with Australian media, social media, influencers and consumers for the launch of Microsoft’s first international flagship store outside of North America, at Westfield Sydney on Pitt Street. Position the new Microsoft Flagship Store as a destination for the community and drive day one visitation and sales. The launch of Windows 10 in June successfully engaged more than 100,000 new fans for Microsoft and uncovered a number of authentic and compelling stories of how people have had Microsoft products and services change their lives. There was an opportunity to leverage this captive audience and put them at the heart of the Flagship Store launch.

The Approach

To differentiate from a traditional store opening, we filled the store with innovative experiences and marked the opening by celebrating some of Microsoft’s biggest icons, bringing to life unique experiences using new technology. We delivered live tablet-based illustration on some of the largest retail screens in the southern hemisphere, with international fashion illustrator Kerrie Hess. Characters from the world’s biggest franchises came together in one place for the first time, with Halo 5’s Master Chief and Tomb Raider’s Lara Croft conducting surprise selfies with Xbox fans. Famed fitness duo, Base Body Babes, hosted a wellness workshop with those first to purchase the new fitness wearable, Microsoft Band. This was supported by an Always On press office program that spanned early media engagement, pre briefings, hard hat tours, product launches and regular content through social to drive early education and awareness.

The Result

The campaign delivered more than 540 media placements achieved a reach of over 10.9m. The grand opening dominated the national news agenda on the day of launch with more than 400 pieces of broadcast coverage. More than 1500 people attended the opening and the official hashtag #MicrosoftSYD trended, generating 2.35m impressions. Fan stories were shared across social, reaching more than 430,000.