Windows Phone had a grossly 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 ‘Fabio Lous’, the amazing developer who made it by porting his apps to Windows. He’s the most unlikely successful man ever but, believe it or not, he’s now the man, the one you would be like if you were a developer.
We created an integrated campaign – interactive video, landing page, geek memes and gadgets to buy online. Everything is opulent and lavish, but also very hilarious and funny. It’s fabulous. He’s Fabio Lous.
We also showed developers how much people are clamouring for Windows Phone versions of their apps. When users open the Windows Store on their phone looking for an app Microsoft doesn’t have yet, it normally returns a “not found” message. Using a simple update, we add a tab that reveals that the app exists – it’s just not on Windows Phone yet. But if the user taps the “ask the developer” button, we’ll contact them on their behalf.