Windows 8, a complete departure from the previous OS, was met with skepticism even before its release. In this global OLA campaign, our mission was to make it less intimidating by breaking down the complexity of the new features into a series of short banner demonstrations. We highlighted new features, and showed how familiar ones now work in the new environment. We showcased convertible devices and introduced Windows apps. We created a variety of Standard, Rich Media, Page takeovers, and site partnerships across sites as diverse as the Windows user base. The OLA approach was so successful that it spread and influenced all facets of BTL work, from newsletters to a Times Square takeover.

Windows 8 launch campaign - an overview.

Msn.com Home page takeover features new convertible device category.

Gawker placement showing how the Gawker Windows app automatically updates with live Gawker content.

iPad banner showcasing Windows convertible devices.

ESPN partnership highlighting its dedicated app on Windows 8.

Demo of the Flip feature in the new version of Internet Explorer, IE10.