Microsoft – Zune LaunchObjective
In preparation for the Canadian launch of the Zune digital media player, Microsoft Canada’s retail merchandising objective was to create a competitive brand targeting the early adopters not loyal to Apple’s iPod. With product features including wireless sync, social networking applications and FM radio, the device differentiated against all other MP3 players to compete head-to-head with iPod. The merchandising was rolled out to 488 Wal-Mart, Best Buy, Future Shop, HMV, and The Source by Circuit City stores nationwide.

Solution

• Artisan designed a modular display solution that allowed Microsoft to cost-effectively deploy different elements based on the size or requirements of the individual store. One of the applications, a feature tube, made it flexible to include information, branding and assorted product mix.
• Positioning with a clear call to action and outlining differentiating features was important so Artisan Complete developed the “Hear. Share. Everywhere.” tagline.
• Our designers animated brand assets and incorporated Canadian iconography in the development of flash creative for the Canadian website home page (www.zune.ca).
• Artisan supported Microsoft in unveiling its product to retailers across Canada, developing communication materials and supporting Microsoft in merchandising and signage presentations for better project management.

Result
Through Artisan’s merchandising tactics and support, Microsoft’s Zune was successfully launched into a new competitive category.

“With Artisan, we discovered a dedicated group of professionals who were experts in listening, designing and execution. Through their knowledge and guidance, we were able to launch an ambitious new product in the Canadian market on schedule and on budget. Artisan delivered a point-of-purchase solution that was true to our vision and differentiated the brand in the category at-retail.” – Visual Marketing Lead, Microsoft Canada Co.