Windows Phone had an underestimated potential that app developers needed to discover. So we had to eradicate the belief that there’s no money, fame or success in it.
We created a fictional, hilarious character called ‘Fabio Lous’, the amazing developer who made it by porting his apps to Windows Phone, the most unlikely successful man ever.
We designed a fully integrated campaign – interactive video, landing page, online memes, geek gadgets to buy online, web banners – where everything is opulent and lavish, but also very hilarious and funny.
We also showed developers how many people were demanding for a Windows Phone version of their apps. To do that, we changed the Windows Store. When searching for an app missing from the Windows Store, all the users received was a sad “not found” message. First, we changed that message and we told them that the app was actually available on a different store (Android or Google). Then, we gave them the chance to ask the developer to port the app by simply clicking a button. The system was automatically sending a request to the developer via email.