CHALLENGETo launch Windows 7 in Brazil and prove to consumers that it is amazingly fast and easy to use.

SOLUTIONWe decided to launch a curious, never before seen challenge: test the product in free-fall. To carry out the task, we invited a famous Brazilian blogger. During the jump, he would have to boot a computer, test some of the new Windows 7 functionalities and finally publish a post sharing the experience with his audience. The jump was broadcast live on his blog, and also published on social networks so more people could watch.RESULTSThe first blogger to post in "free-fall". With this unusual headline, our results went sky-high. More than 300 blogs from different backgrounds highlighted the action, generating thousands of spontaneous posts on various channels. In all, more than 15 million people were impacted, representing 25% of the digital audience in Brazil. All with no publicising or media investment.

7Testers7 bloggers with large audiences in Brazil tested the product and commented about it even before it was launched.Tudosobrewindows7.com.brAn unbranded website that brings together in a single location all that was being said about Windows7 over the Internet.LiveBannerA 12hour video marathon on a banner, where consumers talked about the product and tested its functionalities.POSAn event integrated with the live banner, where celebrities gave their opinions about the product at the POS, attracting crowds to stores around the country.7Second DemosOn the product website there were twenty demo videos of the Windows7 features being executed in just 7seconds.Top 7secondsWe switched the "Top 5 Seconds" on the main Web TV and some Pay TV channels to "Top 7Seconds".A post from the SkyA PR action where a blogger tested the product's functionalities during a skydive in order to show its simplicity.

- Over 40 million people were impacted;- Over 3 million interactions;- A 234% increase in sales over Vista.