CATEGORY B – INNOVATIVE USE OF EXISTING MEDIA

Entry title: Vista Search

Advertiser: Microsoft SlovenijaEntry maker: Pristop d.o.o.

VISTA SEARCH

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?

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.

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%.

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.