The Challenge

There's a common misconception among 17- to 29-year-olds that Windows products are only useful for work, not play. To help change that, Windows 7 sponsored the British Film Institute London Film Festival 2010. Our brief was to activate this sponsorship within the digital space. The end goal? To raise awareness that however capable (or not) you are with technology, you can express yourself creatively with Windows 7.

The Solution

Enter the '7 Second Movies' competition, where people were asked to create seven-second movie masterpieces using the Windows Live Movie Maker tool in Windows 7. Working closely with our partnered agencies, we kicked off the competition creating classic films in seven seconds and running them in online media and on our campaign hub. More online media offered inspiration on using everyday items and a dash of imagination to create movies. To introduce the winners to our discerning cinema audience, we produced a short movie-themed intro and screened it prior to the BFI Gala Première's feature film.

The Result

The digital advertising achieved an awesome 2.12% rich media click through rate for Vimeo. The campaign overall delivered:

An incredible 1,085 video entries, almost double the 600 target
Videos viewed on social media 156,372 times, 156% of the minimum target
225% increase in active monthly users of Windows 7 student Facebook page
2 million video views overall and staggering reach of 13 million

- An incredible 1,085 video entries, almost double the 600 target

- Videos viewed on social media 156,372 times, 156% of the minimum target

- 225% increase in active monthly users of Windows 7 student Facebook page

- 2 million video views overall and staggering reach of 13 million