A Windows Vista awareness building site targeting digitally modern influencers, Clearification.com is a pre-launch "icebreaker" site designed to raise awareness for Windows Vista prior to product availability.
For this program we teamed with our primary agency, McCann Erickson, and brought in viral experts Mekanism to create a very unique campaign. The program centers around comedian Demetri Martin, who is busy and confused in his life and is invited to the Institute for Advanced Personhood to find clarity -- this journey includes humorous scenes and very light product placement of Windows Vista.
Demetri took a very active role in writing and developing the website content, films and music to create an intriguing experience for customers that is easily shared with others. The program includes a series of 6 webisodes, a daily animated puppet blog (a first, we think!), a multi-city live comedy tour, and a one-hour special on comedy central.
It is early in the program as I write this, but so far the results have been phenomenal.
Credit Information
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Client: Microsoft - Windows Vista
Agency: McCann Erickson and Mekanism
Budget: Undisclosed
Date of Campaign: October 2006 start
Case Study URL: www.clearification.com
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