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A 3 TIERED LAUNCH PLAN FOR CHINA’S LARGEST E-COMMERCE PLATFORM.

THE MICROSOFT STORE

Taking the well established Microsoft Store concept to China was no easy task. Our primary challenge was to outshine the myriad of well established channels selling non-genuine products at heavy discounts.

START PURE

Remove the fakes, trash the clutter & forget the broken promises that have slowed you down. Because today, there’s a new way, a faster way, a way that’ll cleanse what you think you know. Now take a deep breath, restart, start with harmony, with speed, security & support. The Microsoft Store has arrived.
Start Pure.
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01
Introduction

Success was a three tiered strategy.
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Working closely with Accenture & the Microsoft team we established a 3 tiered approach. Each tier served a purpose to fill a void left by another, be it providing hands-on experience with products sold in e-commerce or creating an official channel to sell signature products.

Pop-Up stores were ideated to drive awareness & facilitate real world product testing.
Microsoft
pop-up stores
Joining China's largest e-commerce platform was a must to drive economy of scale.
OFFICIAL
T-MALL STORE
SIGNATURE
PRODUCT LAUNCH
Microsoft Signature PC’s were released excessively through the Official Tmall.
INTRODUCING THE 
MICROSOFT STORE 
INTO CHINA
signature launch
02

To reach your full potential, you must start pure.
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A consumer facing campaign to sell signature products gave our destination a point of difference with our retail competitors. Our ‘Start Pure’ idea harnessed the benefits of Microsoft Signature PC's without slandering the myriad of OEM's that are and integral part of Microsofts business.

PUTTING THAT THINKING INTO MOTION.
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Once we had developed the series of iconic graphics we started to develop the motion concept shown above, its fluid style melds the products key selling points whilst speaking of the harmony & enhanced performance of Signature PC's.

01
Introduction

Purifying the experience on Tmall.
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Anyone who has spent any amount of time on Tmall would be vividly aware with most stores bombardment of clutter. Our approach was to bring our ‘Pure’ tonality to life by creating a minimal experience that only an international brand would have the courage to do.

TMall
Navigation
Navigation
COMPONENT
Promotions
COMPONENT
Service
COMPONENT
Product
component
Signature PC
Pure Speed
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SIGNATURE PC
Pure Harmony
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SIGNATURE PC
Pure Protection
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SIGNATURE PC
Pure Support
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MICROSOFT
Office
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MICROSOFT
Surface
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WINDOWS
PHONES
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MICROSOFT
ACCESORIES
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APPLYING BRAND THINKING TO T-MALL COMMERCE.
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We injected heavy usage of lifestyle pictures, the imagery worked well as an introduction to each forthcoming product category and injected a layer of associate-able warmth into Microsofts signature Metro style.

THE MORE LOVE WE PUT IN, THE MORE TRUST WE EARNED.
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Designing for T-mall commerce doesn’t leave much room for flexibility on product landing & product detail pages. Part of our strategy of earning trust with consumers was executed by creating highly crafted and detailed product images for these pages, something that uncertified stores would never invest time & effort doing.

Pop-up store
04

Enabling the pure potential of brand & the consumer.
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The third tier of the launch strategy was to create a series of temporary physical stores where consumers could get hands on experience with their products in an engaging and sharable way. Below is a sample of our original proposal which we created before the project was handed on to event agencies.

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