Microsoft's personal response to local's cricket put-down

Microsoft has delivered a personal riposte to a Glasgow tweeter who pointed out that its recent ad campaign mentioning cricket was out of place in the city’s East End.
The original bus stop poster showed Microsoft’s mobile voice-activated assistant, Cortana, announcing a reminder about playing cricket at the weekend. One local commented on the lack of popularity of the sport in Glasgow’s East End by tweeting a photo of the ad with the caption: “Said nobody in the east End of Glasgow ever.”
Cortana tweet 1
Chris’s tweet garnered a lot of attention and was retweeted 4283 times. Now Microsoft UK has responded directly to Chris with a tweet which said they weren’t kidding that Cortana was personal. The response included a photo of the same bus stop with a new poster which reads: “Cortana, next time I speak with Chris, remind me not to mention the cricket.”
cortana tweet 2
The ad was created by McCann London / M:United, and seems to have gone down well with its recipient.  The campaign was planned and executed by Dentsu Aegis Network and Liveposter.
cortana tweet 3
Source: The Drum

Microsoft promotes Cortana with the most ambitious dynamic OOH ad campaign ever

Microsoft’s voice-activated personal assistant Cortana has been showcased across the UK in an ad campaign which reacts in real time to surroundings.
Dentsu Aegis Network, LivePoster and m:united (McCann Worldgroup’s Microsoft team) have made the most of data sources and out-of-home (OOH) tech to tailor contextual, real time ads throughout the UK.
The executions, boasting the versatility of the digital assistant, are capable of delivering thousands of engaging, geo-specific ads to consumers.
Paul Davies, marketing director at Microsoft, said: “Just like Cortana, this campaign is personal, flexible, and hyper relevant to the context against which the ads are served, using location, date and time data.
“We have used digital technology as a creative canvas to showcase how Cortana helps people manage everyday life seamlessly and in a powerful way.”
“With nearly 10,000 variants, we believe we have created the UK’s first truly bespoke outdoor campaign that adapts to its current environment with a dynamic complexity never seen before.”
Kaye Dolan, associate client director at Dentsu Aegis Network, added: “With this ambitious and complex campaign we are redefining the rules and capabilities of the digital outdoor medium.
“The deployment of a truly collaborative approach to media strategies has enabled us to unlock the full advantages of digital OOH, while giving us the opportunity to create a genuine and meaningful connection between the Microsoft brand and its target audience.”
Drawing from a combination of weather, travel, location, business and cultural events data, all utilised by Microsoft’s Cortana, the LivePoster executions run 241 unique content poster, with a total of 9,640 variations.
Via: The Drum