For the launch of Windows 11, US tech giant Microsoft powered up its systems for four days in November 2021 at Westfield Centro in Oberhausen and Sony Center Berlin. This unusual promotion was staged to showcase the innovative features of its new operating system – first and foremost the improved communication feature that brings people together, whatever the distance between them. Visitors to the two centres had the opportunity to interact with each other via a live link-up on huge screens and were able to solve tricky tasks together – despite the great distance. This was a true first, even for the CP team.

The challenge of the Windows effect

The campaign slogan was ‘Experience the Windows effect’, and the prominently placed promotional media were also unmistakably reminiscent of the brand’s trademark tiles. Visitors became immersed in the virtual experience in the central promotion area in the mall’s Mitteldom. In the process, they themselves became the protagonists in an entertaining live game when a video call connected them to the parallel event in Berlin, where their team colleagues were already waiting. After giving the team-mates in Oberhausen and Berlin the chance to get to know each other a little on screen, the live broadcast was briefly interrupted while they had the opportunity to change their appearance by putting on sunglasses, taking off shoes or rolling up their sleeves. Those who paid close attention and noticed the changes were able to win high-quality prizes.