Japanese Launch of Microsoft's New OS
Empire was chosen by US software company Microsoft to launch the latest incarnation of its world-leading operating system.The client’s brief was focused on the need to communicate the excitement of Japan welcoming the new software at the stroke of midnight. Empire’s project team worked tirelessly to put together a plan that would create an irresistible buzz around the launch.
This launch plan included venue search, design and build, awareness building activity planning, and casting at the main venue in the heart of Tokyo’s internationally famous “Electric Town”, Akihabara.
Empire cast Crystal Kay as the main performer for the evening with Fukazawa Rina as MC. Other special guests included the enormously popular all-girl band SCANDAL, commentator Dave Spector, and parkour artist Zen Shimada, all who kept the ever growing audience thoroughly entertained. Akihabara was jumping as Crystal Kay and her dancers lit up the night with a fantastically energetic performance.
Working with Japan’s largest advertising agency, Empire was able to execute to perfection, delivering an exciting and visually stunning launch event for this global brand.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
