CATEGORY B

1
CATEGORY B INNOVATIVE USE OF EXISTING
MEDIA Entry title Vista Search Advertiser
Microsoft Slovenija Entry maker Pristop d.o.o.
2
VISTA SEARCH
3
Challenge

• The new Windows Vista has one important
  user-friendly improvement a new SEARCH WINDOW on
  the desktop for quick and easy file searching.
  How to communicate that feature effectively on
  TV?

4
Execution

• We took advantage of the whole TV commercial
  break by searching the TV ads in that
  particular break. Before every TV ad there was a
  short animation where Vista was searching for
  the next ad using keywords cars, pet food,
  retail store etc.
• Example Vista searches for cars and the TV ad
  for Peugeot starts.

5
Results

• By placing short animations among TV ads we
  practically conquer the whole commercial break,
  thus gaining much higher awareness for less
  money. Each TV ad was just a part of our, the
  whole commercial break long ad for Vista (the
  cost of 25 seconds for practically 3 minutes long
  advertisement).
• Results are not measurable yet but interest for
  the product rose estimately by 60.

6
Important remark

• Since the whole commercial break was filmed
  directly from the TV exactly as it was aired
  (which means low resolution), some slight blur
  may occur.

7
(No Transcript)