1st party data and SMS messaging was used to target and engage iPhone and Android consumers, encouraging them via a clickeable link to temporarily experience the Windows Phone tile OS.

To drive ‘social engagement’ the emulator used Facebook Connect to pull in photos and contacts to provide a personalised user experience.

The emulator was an interactive step-by-step experience which highlighted key USPs of Windows Phone 8. Including Live app tiles, customising the home screen by adding and resizing tile icons, how to simply view and share photos, the Kids Corner feature and the People Hub.

Unique 1st party data analytics gave insight into switcher profiles, including age demographics, location and social groups. All allowing unprecedented campaign optimisation.

The pilot campaign saw 430,000 SMS messages sent in June 2013.

Targeted SMS drove 300% greater than average engagement and CTR with 10,000 unique customers experiencing the emulator.

Analytics showed a massive 1,157 users switched to a Windows Phone device within a month, an acquisition cost of just £43 per customer.

The success of the pilot campaign saw an additional 2.26m messages sent between Aug-Nov 13.

This activity was optimised through analytics, subsequently reducing the cost of acquisition by 25% to £32 per customer.

Overall the SMS achieved 98% open rate, converting 6,053 customers to WP8, making this the most successful mobile acquisition channel for Microsoft in 2013.

The campaign won a UK Mediatel Effectiveness Award (Mar 2014).