After the worldwide launch of Microsoft's Windows 8, we were asked to add a local flavor to the global advertising campaign and help promote sales in-store.

The ambition was to engage and inspire local consumers in a low-budget brand activation, keeping in mind the importance of the product features while delivering the message.

We came up with "a small demonstration", a product demo made by a child to prove the product's simplicity of usage. On December 7th, at the PC Experience, inside a Fnac Store in Lisbon, whoever asked about Windows 8 features was attended by a 10 year old Microsoft guru.

There were no projected response rates, only the ambition of creating "word-of-mouth", "a wow moment", something that would last in the store visitors mind.

With a total investment of €50.000 (production and media), the 60 in-store demos performed that day by the young gurus lead to around 1.3 million YouTube views (89% organic virality), 25.000 likes and 3.300 Youtube, Facebook and Twitter comments from all over the world, not to mention the unmeasurable goodwill towards the brand.

With disarming simplicity, this small demonstration managed to capture in a very effective way the products's essence. It was emotional in its approach, but rational in unequivocally making a point. We believe the fact that the best feedback obtained was not about the advertising but about the product, says it all.