MICROSOFT CORTANA – DELIVERING THE MOST TRAFFIC EVER

Back when Microsoft paid $7.2Bn for Nokia to create Microsoft Mobile, the one truly superior feature they had was Cortana, their virtual assistant. But all attempts to sell Cortana as a superior product feature had failed. Our approach was to understand the users at a deeper level. Turns out that people who don’t use Apple have a very different self-identity.  They see themselves as real, grounded, self-reliant. They see Apple users as spoiled, entitled whiners. So we got their attention by showing we understood how they felt. And made them feel on top for change. Which really worked.

Results
• 6.5 Million views, the most ever
• Client tracker showed Microsoft Mobile purchase intent ahead of Apple for the first time ever.