NEW YORK: Among the massive number of events designed to call attention to the Microsoft Vista launch today, perhaps the most ostentatious was the "human billboard" unveiled in midtown Manhattan. Sixteen artists and aerialists from a troupe called Bongarbiz executed the stunt seven stories above the city, unveiling the Microsoft and Microsoft Vista logos for onlookers at street-level.“The focus is on supporting the overall marketing campaign, ‘The WOW starts now,’” said John Bentz, SVP of Waggener Edstrom’s consumer group.
WE worked with its subsidiary Maloney & Fox on the “human billboard” event.Edelman is handling many other aspects of the launch, including Bill Gates’ appearance this morning on the Today show.
The event was designed to “bring that idea to life with consumers,” said Bentz. The inspiration for the stunt came when Brian Maloney, CEO of Maloney & Fox, noticed window washers working on the building across the street.
“Trying to come up with something that has never been done before is pretty hard,” said Maloney. “The challenge was to create wow. When we watched it, that’s what we heard out of everyone’s mouth.”
“We wanted a visceral experience,” added Bentz. “We wanted it to drive broadcast attention and to do that we had to do something significantly bold and daring.”
According to Bentz, work on this launch began five years ago.